Creative agency from the Dentsu Aegis Network, Happy mcgarrybowen has created and launched the first-ever television commercial (TVC) for CARS24 Services featuring Boman Irani as its brand endorser.
The TVC, which is a part of a 360-degree campaign, has the talented Irani playing an ‘Average Joe’ struggling to sell his car and shows how CARS24 comes to his rescue. Working with the tagline ‘Car becho, best price mein’, the TVC is divided into three parts – his struggle with online buyers and introduction to CARS24, establishing the best price via CARS24’s scientific inspection and online auction, and finally, instant payment to his bank account.
Elaborating on CARS24’s TVC, Vikram Chopra, CEO and Co-founder, CARS24, said, “Our research indicates that people are now selling their cars in three years, as against five to six years as was the case earlier. As we sit on the cusp of the next growth curve, the new TVC will help us support more customers get the best price for their cars. We are glad to have a brand endorser of Boman Irani's calibre to be the face of CARS24.”
Talking about the reason behind bringing Irani on board and the thought behind the campaign, Kartik Iyer, CEO and Co-founder, Happy mcgarrybowen, said, “The second-hand car sales market in India is pretty complicated. With many horizontal players promising all kind of prices, the customer is often left in a state of disillusionment making the process of selling one’s car very painful. CARS24 is a focused and specialised player in this domain. They follow a scientific and unique process that allows the seller to get the right price for his car. We chose Boman as he himself is a passionate car owner. Getting him to live out the doubts in the mind of the customer seemed like an authentic thing to do. This campaign is the first step for the brand. We look forward to aggressively growing their market share and creating value for the brand.”
The TVC will run across all national TV channels along with a strong presence across other media platforms.
Agency: Happy mcgarrybowen
CEO: Kartik Iyer
COO: Siddartha Roy
Group Account Director: Rohini Radhakrishnan
Account Supervisor: Aditi Chawla
Planning: Ashwin Dravid
CD: Bobby Thomas
ACD: Athul CT
Sr Copywriter: Fenjo Sebastian
Creative Controller: Sabu CV
Art Director: Rashmi KM
Production House: Radhika Produces Films
Producer: Radhika Sawhney
Director: Vijay Prabhakaran