'Bindaas Ghoom' with Droom, says Droom's new commercial
Droom's advertising campaign highlights the joys of owning a verified, pre-owned vehicle. Produced by Cutawayy Films and directed by Bhavesh Kapadia, it also underlines the brand proposition with the tagline “Miley feeling Nai wali”
'Bindaas Ghoom' with Droom, says Droom's new commercial
Droom's advertising campaign highlights the joys of owning a verified, pre-owned vehicle. Produced by Cutawayy Films and directed by Bhavesh Kapadia, it also underlines the brand proposition with the tagline “Miley feeling Nai wali”
BestMediaInfo Bureau | Mumbai | December 16, 2015
Click on the image to watch the TVC.
Droom, an online marketplace for buying and selling new and used automobiles and auto-related services has launched its new TV ad campaign. The two TVCs aptly highlight the joys of owning a pre-owned vehicle if it is properly verified on all counts. The endearing appeal of the ads lies in how eloquently they put forth the pleasure that any vehicle brings into the lives of its owners, be it new or pre-owned. The experience offered by Droom is encapsulated in the tagline of the ads, “Miley feeling nai wali” (Gives you the brand new feeling).
Both ads feature a couple who debate whether their recently bought vehicles warrant a celebration or not. While the men in both TVCs are reluctant to be overjoyed, the women turn the spotlight on the ways in which the vehicle will be a most pleasant addition to their lives. They appropriately underplay the importance that one attaches to the concept of being “second” and emphasise on the fact that the vehicles are “new” for them!
Commenting on the campaign, Sandeep Aggarwal, Founder and CEO, Droom, said, “We have grown 501 times since our public launch in January 2015 and while continuing on the track of rapid growth we have decided to launch our first TV advertisement. We will be spending over Rs 50 crore on our marketing efforts for the next one year that will cover all formats print, digital, TV and outdoor and will also include brand alliances and tie-ups.”
“It is our first massive media campaign since our inception in April 2014 and it will help us in creating and amplifying awareness about the brand among the target customers as well as in building trust about Droom as a most trusted and customer-centric online marketplace for buying and selling automobiles and other auto related services. With this ad campaign, we are trying to change the perception of people towards buying a used vehicle which often ranges from less positive to negative attitudes as compared to buying a new car. We want to eliminate this stigma associated with a pre-owned vehicle and as far as credibility and trust are concerned Droom's innovative technology and data centric approach ensure that the customers have access to verified sellers and get a transparent deal so that they make an informed decision. We want to make Droom synonymous with trust and transparency when it comes to buying a pre-owned vehicle in India.”
The ad films lucidly illustrate the features and processes at Droom which make it the ideal platform to buy and sell used vehicles. From high-end cars to motorbikes, Droom has established itself as the one-stop destination for all automotive needs in the country. Through this campaign, it further weaves a heart-warming narrative around the personal high that buying a pre-owned vehicle from Droom can give to consumers.
The TV campaign will be supported by visibility through other media platforms too across the country. Droom has also hired Publicis Groupe's Equinox as its media buying agency which will help the company in mapping its target customers and reaching out to its target audience with maximum geographical penetration.
Droom is fast expanding its presence across India and also has plans to extend its presence to South-east Asia in early 2016. On the backdrop of this rapid expansion, the company is also aggressively ramping up its operations and to supplement the same has recently announced its hiring plans of doubling up its employee strength by March next year. The platform already provides its services in 71 cities and will be adding more to its portfolio in the next couple of months.
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