Created by Madison BMB, the TVC highlights the ease of picking a car of the user’s choice and the convenience of using the CarTrade.com mobile site and app
BestMediaInfo Bureau | Mumbai | December 22, 2014
CarTrade.com, a portal for new and used cars, has launched a new ad campaign titled ‘Car Hai Lena, CarTrade Hai Na’, to highlight the ease of picking a car of the user’s choice. Created by Madison BMB, the TVC further reinforces how, using the mobile site or its app offers customers the convenience of browsing through over 1.3 lakh used cars and thousands of certified cars.
The film shows a dog named Rocky sharing his woes with the viewers. He explains how he has been chasing cars for years but hasn’t yet managed to find the one that pleases him. Then, one day, he sees his friend Bosco zipping by in a stylish car. Further on, Rocky finds out that Bosco managed to pick just the right car through CarTrade.com. He then browses through the CarTrade app and finally finds the car of his dreams.
Raj Nair, Chief Creative Officer, Madison BMB, said, “The online car buying business is getting heated up with the presence of multiple players. It’s important, in this scenario, for CarTrade to position itself as an assured, confident, differentiated voice. The objective placed before us was simple - become the leading brand in the online car buying space. CarTrade already has great traction in the used cars space by being the preferred choice. We needed to increase consumer pull by increasing awareness. And we have done this with a very clutter-breaking creative rendition that focusses on finding the car of your choice and making it truly easy. We are beginning with TV and there will be online and other media renditions to follow.”
Speaking on the TVC, Vinay Sanghi, Founder and CEO, CarTrade.com, said, “The creative is highly innovative in terms of characterisation, and yet effective in communicating its core message of choice of cars and trust. The use of dogs makes the TVC catchy and endearing, while their humanised emotions help the common man relate to the messaging instantly.”
Agency: Madison BMB
Chief Creative Director: Raj Nair
Copy Writer: Raj Nair
Art Director: Vallabh Yeolekar
Account Handling Team: Prabha Prabhu, Mihir Dave
Producer: Surashmi Basu, Prithvi Luthra
Production House: Native Films
Director: Shirsha Guha Thakurta