Zoomcar, the self-drive mobility platform, has rolled out a TVC conceptualised and created by Ogilvy India, highlighting Zoomcar’s car subscription model ZAP.
The new TVC captures the unique concept of ‘Buying a car is out, ZAP Subscribing is in’ and encourages buyers to get the best value-for-worth when it comes to anything on wheels.
The TVC caters to the new-age audience which believes in rent-not-buy-psyche and hence the core positioning of the campaign is based on the fact that you can now own a car without buying it. There’s an increasing trend on various kinds of subscriptions from films, music, furniture across the country with a larger consumer base shifting from complete ownership to access to hassle-free ownership. The film was shot in Aru Valley, Pahalgham, in Kashmir. It opens with a man thinking to propose his girlfriend but he is not sure of committing for life. So he proposes her for the next six months and the girl is also shown relieved and immediately says yes. The situation is compared to renting a car instead of buying it through ZAP Subscribing.
The TVC will run across 75+ channels on TV, besides digital (OTT platforms like Hotstar and Voot), outdoor, print, radio and other platforms. In a week, Zoomcar has seen a drastic uplift in website traffic by 40 times and the queries for subscription have almost jumped 10 times. The self-drive mobility leader allocated $20 million to its marketing efforts.
Varun Jha, Sr. Vice-President and Head-Marketing, Zoomcar, said, “This is our first-ever big bang ATL campaign since we launched in 2013. Therefore, the focus was to work with the best-in-class creative and media partners in order to produce world-class content. We roped in Ogilvy as our creative partner and prepared the entire campaign in less than three weeks. The same rigour was shown by Motivator (GroupM) while deploying media. With the shift towards long-term rentals and not buying cars anymore, it’s an apt time to launch ZAP Subscribe. That being said, building a new category is long-drawn process and needs constant hammering across consumer touch points. Zoomcar is committed to the Indian market when it comes to mobility solutions and wants to dominate the hockey stick growth curve that will happen in car subscription services over next few years.”
Commenting on making the film, Amitabh Agnihotri, the Group Creative Director at Ogilvy, said “Car subscription is a fairly new concept to most Indians. It needed to be conveyed through a simple creative idea. Proposal with a twist is such an idea. And the idea and the script allowed us to make it in an epic style. Like a scene out of a film. All these things put together make it a memorable film that you want to watch again and again.”
The integrated campaign has been conceptualised by Amitabh Agnihotri, Group Creative Director at Ogilvy India. He also penned the lyrics for the brand anthem which is on air on across radio stations in 15 cities. The TV ad has been directed by Abhinav Pratiman of Early Man Films.