Mind battles the heart in CarTrade.com's new campaign

Conceptualised by FCB Ulka, the campaign shows how CarTrade.com spoils consumers for choice

Sohini Sen | Mumbai | April 1, 2014

Click on the image to watch the TVC.

CarTrade.com's newest TVC addresses the age-old debate between mind and heart through a humorous TVC. Conceptualised by FCB Ulka, the ad has played up the benefit of a platform like CarTrade.com which makes comparing and choosing cars easier.

It is common knowledge that everyone gets confused before making a big purchase. They ask others for opinions, they read magazines for recommendations, and are still torn between the car that the heart desires and the car that makes more practical sense. It is from this insight that the campaign has been created which is focused on choice and emphasises how CarTrade.com has an incredible range of cars to choose from.

KS Chakravarthy, National Creative Director, FCB Ulka, said, “The dil-dimaag TVC uses the eternal struggle between head and heart when you have to choose a high-ticket durable like a car. The creative visualises this humourously through a heated argument between a head and a heart – literally. Directed by Andy of QED, the witty dialogues and the immaculate visual effects have made it a memorable, highly watchable TVC that should work very well for the brand.”

The TVC opens with a consumer's heart and mind debating which car to buy. In a funny twist, the head is sitting separately on a table and the heart – being the man's torso – is sitting on the chair. While the torso and heart keep talking about their dream car, the head or mind reminds them that it is not practical. With witty one-liners like 'What about the heart? It will choose one today, and another tomorrow' and 'Dil Toh Pagal hai', the TVC shows how the mind and heart can never agree. The voiceover then says that at CarTrade.com there is a wide variety of new and used cars along with all the information required to make up your 'mind'.

Vinay Sanghi, Founder and CEO, CarTrade.com, said, “CarTrade.com prides itself on the extensive variety of cars that we have available for the consumer to choose from and we wanted to communicate this in an interesting and funny manner. The ad clearly brings out the fact that when it comes to buying a car, consumers need not look further than CarTrade.com to be their ultimate guide. We feel that this commercial will help associate the brand with the values of choice and trust.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: CarTrade.com

Creative Agency: FCB Ulka

National Creative Director: KS Chakravarthy 'Chax'

Creative Team: Trishay Kotwal, Mehul Patil, Vishal Nicholas, Ketan Karande

Art Director: Sagar Morye

Account Planning: Sunil Shetty

Production house: QED Films

Director: Anand Iyer

National Films Head: Alpa Jobalia

Films Supervisor: Stanley Christian

Sohini.Sen@BestMediaInfo.com

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