Leo Burnett wins CarDekho.Com, unveils new campaign

The new campaign of CarDekho.com ‘Chalao Apni’, in a renewed positioning, focuses on the car-buying experience of the customer.

Leo Burnett India, a part of the Publicis Groupe, has added the account of CarDekho.com to its client roster, the auto site that helps users buy and sell cars in a hassle-free way.

In India, a car-buying journey involves going through a number of varied opinions and reviews from family and friends, which often leads to the buyer losing focus from his/her personal need.

CarDekho needed to remind people that while other’s opinions are important and gratifying, the car-buying experience needs to focus on the ‘personal need’ and hence the positioning — ‘Suno Sabki phir Chalao Apni’.

The five films focus on a life stage that leads to car buying — marriage, career, success, etc.

In the film, the moment the protagonist even considers to buy a car, there are people around him — his family, friends, peers, acquaintances — who burden him with their opinions. These films come together as a musical and lead the protagonist to listen to everyone’s advice but deciding as per his needs on CarDekho.

Dheeraj Sinha

Dheeraj Sinha, Managing Director, India and Chief Strategy Officer, Asia, Leo Burnett, said, “The process of car buying is changing dramatically as we speak. While the manufacturers put out a lot of information on their car models, the big opportunity here is to map a car and its features to the needs of the people. CarDekho.com as a platform equips people with in-depth knowledge and understanding about cars in general and the specific models, thereby making choices easier. As we move to a marketplace that is inundated with options, simplifying choice-making itself will be a big business. We are extremely excited to partner CarDekho in this journey. It’s a big opportunity to build a HumanKind brand here.”

Rajdeepak Das

Commenting on the launch of the campaign, Rajdeepak Das, Managing Director India, Chief Creative Officer South Asia, Leo Burnett, said, “CarDekho is a platform that connects buyers with their dream cars. At CarDekho, we believe there is nothing such as a ‘wrong car’ but always the right car for you, and this is the platform we have built our campaign on — connecting people with their dream cars. This campaign is a fitting example to our human-kind philosophy, which revolves entirely around people and purpose.”

Gaurav Mehta, CMO, Girnarsoft, said, “We at CarDekho understand that a car buyer’s connect with her/his car is not only functional but emotional as well.  Through our proprietary tech and editorial content solutions, we empower the car buyers to choose the right car as per their need state. Leo Burnett understood these consumer dynamics almost instantly. And through this campaign, ‘Chalao Apni’, a colloquial term, has crafted with an attitude that appeals to one’s self, without alienating the social relationships. It is versatile enough to put the brand in the hand of the consumer even when they aren’t thinking of the category. I am confident about CarDekho’s and Leo Burnett’s synergy for creating more such user experiences that are educative and value adding for the car buyers and sellers in the third largest car market in the world.”

Cardekho.com is a go-to platform for buyers, sellers and dealers of the four-wheeler industry, it provides 360-degree auto solutions, including insurance and finance approvals, which helps consumers through their car buying or selling journey.

The Work:

Credits:

Client: Cardekho.com

Creative Agency: Leo Burnett India

Client Team: Gaurav Mehta, Katha Tara

Creative Agency: Leo Burnett

Creative Team: Raj Deepak Das, Arjuna Gaur, Sudhir Das, Arzan Antia

Account Management Team: Jaikrit Singh, Sakshi Chawla, Aman Thapar

Production Company: Prodigious

Director: Amit Satyaveer Singh

Head of Prodigious: Chahna Rupani

Producer: Shraddha Singhvi

Associate Producer: Shariq Velkar

DOP: Srinivas Reddy

Chief AD: Sattam Ghosh

DA: Piyush Solanki

2nd AD: Akkshita Jeswani, Akshay Shankar

3rd AD: Kashif Khan

Music Director: Anand Bajpai

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