Ogilvy & Mather is the creative agency behind the campaign
BestMediaInfo Bureau | Mumbai | March 30, 2015
Following the brand campaign of ‘CarWale – Ask the Experts’ aired in August 2014, CarWale has released a new campaign to highlight its positioning as the car expert.
The current films by Ogilvy & Mather Bangalore are based on the insight that Indians are by nature highly opinionated about topics close to their heart and unabashedly voice their ‘expert opinions’ at any given opportunity. Drawing upon this, CarWale takes the stance that while there are umpteen experts for everything in this country, there is only one expert for cars and that is CarWale.
Sairam Vijayan, Senior Creative Director, Ogilvy & Mather, explained, “In our country, we have self-proclaimed ‘experts’ on just about everything. The idea behind these films was to profile various interesting Indian characters who spew wisdom and expertise in topics as far apart as cricket, politics, finance and films. Thereafter, making a strong point that when it comes to cars, there’s only CarWale.”
The mass media campaign, titled ‘Car Ke Experts Sirf Ek’, has been rolled out keeping in mind the topicality of the ICC Cricket World Cup, IPL, Budget 2015 and the undying interest Indians have in politics and movies. The ads are executed in a way to show real slice-of-life moments, where the viewers are bound to identify with the characters and the fact that they have heard these ‘expert opinions’ before.
Dhruv Chopra, Chief Marketing Officer, CarWale, added here, “Riding high on cricket fever and the buzz around the Union Budget, the campaign has seen a very positive response for CarWale. We have so far clocked 17.6 million visits since we launched this campaign one month ago, further cementing our position as India’s largest automotive destination. No doubt, reinforcing the fact that when it comes to cars, CarWale is the expert.”
Creative Agency: Ogilvy and Mather, Bangalore Executive Creative Director: Steven Hough Senior Creative Director: Sairam Vijayan Creative Director: Lishoy George Associate Creative Directors: Gayatri Mahadevan, Deepesh Rajani, Siddharth Ramnath Creative Supervisor: Aritra Dutta Senior Vice President (Head of planning): Arthur Mitchell Senior Vice President: Kiran Ramamurthy Vice President: Deepanker Mukherji Group Account Manager: Sreshta Anantharam Senior Account Executive: Nishat Farhat