Cars24, a tech-enabled used-car company, has launched a campaign highlighting a unique way of selling cars directly to its customers. Offerings like 'instant payment' and 'free RC transfer' are part of the new customer-to-customer model. Lowe Lintas Delhi has conceived an integrated campaign to promote this new offering.
Selling a car can be a laborious and time-consuming task that not only takes several weeks of effort to close a deal but involves numerous calls and haggling for price. Cars24's campaign focuses on the benefits of getting a genuine verified customer to the interested seller and ensuring transparent, direct interaction between the two parties. It strengthens the brand’s visibility and inspires trust among its customers. Its campaign film shows cricketer MS Dhoni playing multiple characters — that of a seller as well as of an interested buyer. Keeping the "Car bechni ho, toh Cars24" idea at the core, the film intends to capture the problems related to the authenticity of a potential customer faced by sellers when selling their car. Focusing on direct interaction and legitimacy of the customer, the brand now proposes "Ab direct customer ko car bechni ho, toh bhi Cars24!"
Nida Naushad, Brand Head, Cars24, said, “We are super excited since this is our second campaign with MS Dhoni and after the success of Dhoni Review System, we have even higher hopes for the new one. This campaign highlights that customers no longer have to go through the hassles of looking for the right buyer for their car and also focuses on benefits of selling directly to the end customer; hence it gives our customers the best of both worlds.”
Commenting on the campaign idea, Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas, said, “In our first initiative for Cars 24, we spotted a unique problem — that sellers often don’t realise buyers are right around where they are, closer to them than they think. And we got Dhoni to play on the front foot, showing second-hand car sellers that Cars 24 was indeed the best place to meet those buyers, directly.”
The integrated campaign featuring MS Dhoni is now live across multiple mediums.
Client: Gajendra Jangid, Nida Naushad, Aditi Tiwari
Creative: Joy Mohanty, Manzoor Alam, Aarti Srinivasan, Vaibhav Pandey, Snigdha Malhotra
Account Management: Tanul Bhartiya, Raghvendra Singh
Planning: Anurag Prasad, Punit Singh
Production House: Handloom Pictures (Director: Ram Subramanian)