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No approximations, only accurate prices, says CarWale

Conceptualised by Ogilvy and Mather Bangalore, the new campaign highlights CarWale’s promise of delivering an accurate on-road price

BestMediaInfo Bureau | Mumbai | September 15, 2015

CarWale-TVC Click on the image to watch the TVC.

The latest advertising campaign rolled out by CarWale highlights its promise of delivering an accurate on-road price, a feature that clearly sets its apart from anyone else.

The latest ad film, conceptualised by Ogilvy and Mather Bangalore, is a humorous take on how the protagonist becomes a victim of approximations or ‘unnees-bees’ in various walks of his life. However, when he logs on to carwale.com, he is shocked to know that there are no approximations here and the on-road prices are absolutely accurate.

Dhruv Chopra, Chief Marketing Officer, CarWale, commented, “While other portals display prices that are calculated on the basis of formulas and assumptions, CarWale displays an accurate dealer on-road price. Our teams visit dealerships throughout the country and collect the actual prices quoted by them, which are then displayed online. This saves buyers the hassle of visiting or calling multiple dealers to get the actual prices.”

Explaining the rationale behind the advertising, Steven Hough, Executive Creative Director, Ogilvy Bangalore, said, “The TVC is an insight on the behaviour of people using ‘approximations’. We have taken this aspect and exaggerated it to deliver the accurate price message for CarWale.”

The campaign has been released in five Indian languages and is spread over eight weeks across TV channels and digital mediums.

With 21.08 million group visits in August 2015, CarWale claims to attract 30 per cent of India’s new car buyers every month and partners with more than 6,000 dealers in 196 cities and towns across India.

The TVC:

[youtube]https://www.youtube.com/watch?v=3O-6Kg08yJk[/youtube]

Credits:

Client: CarWale

Chief Marketing Officer: Dhruv Chopra

Marketing: Arnab Mukherjee

Creative agency: Ogilvy & Mather India

Executive Creative Director: Steven Hough

Senior Vice-President & Head of Advertising: Tithi Ghosh

Senior Creative Director: Sairam Vijayan

Creative team: Gayatri Mahadevan, Raijith Ravi

Planning team: Arthur Mitchell, Maithili Nair

Account Management: Deepanker Mukherji, Sandra Patrao, Ashwini Singh, Nikita Aggarwal

Production house: Soda Films

Director: Jayant Rohatgi

Info@bestmediainfo.com

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