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Zoomcar earmarks Rs120 crore to promote car subscription model ZAP Subscribe

A major portion will go into TV, outdoor and radio advertising. The spends on digital platforms across Google and the social stack will also be beefed up by 3X

Shared mobility platform Zoomcar is geared up to launch a mega ATL campaign for ZAP Subscribe with a budget of Rs 120 crore. The objective is to market ZAP Subscribe marketplace growth and category creation.

Zoomcar’s new product, ‘ZAP Subscribe’, is a flagship fractional sharing programme where one can subscribe a car monthly and technically have the flexibility of having new car whenever he/she wants. With almost 100% year-on-year growth, Zoomcar plans to adopt an aggressive performance-linked marketing approach which will see country-wide spread of ATL activities for ZAP Subscribe.

For a majority, the decision to purchase a car is a burden. It often comes along with compromises one has to do with their lifestyle to make that hefty down payment or service an expensive loan. A service such as ZAP Subscribe enables them to get a car at zero down-payment with zero loan. One can save on monthly payments by sharing the car with other Zoomcar users.

Keeping this trend in mind along with the upcoming festive season when the propensity to purchase vehicles is the highest in the country, Zoomcar will be rolling out the marketing initiatives well in advance. Of the total Rs 120crore budget, a major portion will go into TV, outdoor and radio advertising. The spends on digital platforms across Google and the social stack will also be beefed up by 3X.

Zoomcar’s 360 degree marketing campaign will revolve around the year with certain periods of heightened activity. Present across 35+ cities, Zoomcar envisions a Rs120-crore budget as the minimum threshold, rather than the maximum value allocation, and plans to raise the industry standards of marketing expenditure through its upcoming brand building activities.

Greg Moran, CEO and Co-founder, Zoomcar, said, “At Zoomcar, we’re creating a new category in personal mobility with our ZAP Subscribe programme. The opportunity to subscribe to a car and then share and save when not in use is a first-of-its-kind innovation for the Indian ecosystem.  We’re committed to investing significant marketing monies to ensure strong category creation in the months ahead.”

Zoomcar in collaboration with Filter Copy has already spent a hefty amount for content marketing for reaching out to its target audience. For instance, the video “If Salary were a Person” successfully clocked a whopping 25mn organic views with a significant ROI of 3.5x increase in direct traffic to website and the ZAP subscriptions increased by 40% within days of the video’s debut on social media platforms.

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