Using Star Power To Sell Used Cars
Cars24 has relaunched its brand with ‘Car bechni ho, toh Cars24’, a new brand proposition in line with its ambition to own the category of used-car commerce.
The campaign consisting of four ad films features Nawazuddin Siddiqui and Mandira Bedi in two of them, although separately. The two recount their troubles in trying to sell their used cars and how Cars24 made the whole exercise so easy for them and got the best price their cars deserved.
“Cars24 has been around for a while, but we realised that there were multiple reasons why we had such a wide fan base. A very large number of the walk-ins were from referrals from happy consumers of Cars24. We realised it’s time we move from a single benefit proposition to appropriating the category of used cars. The latest campaign establishes Cars24 as the clear dominant leader in the segment, and repositions all other methods of selling your used car as tedious, harrowing and unreliable,” says Vikram Chopra, CEO, Cars24.
This advertising blitz is not just another advertising campaign, but a new way of leveraging real consumer stories to create an even bigger wave of brand trust and consumer evangelism. This will play out in all traditional and new age media, besides a complete overhaul of all on-ground creatives and re-training of all staff to reflect the new re-launch positioning.
The company partnered with Hypersonic Advisory for the campaign. Says Chopra, “In Hypersonic we have found a hands-on partner. The entire campaign — from insights to execution — was led by Vani of Hypersonic... We worked with several service providers such as media experts, digital, creative, influencer marketing and others. Given the initial spikes we are seeing in the business we are very optimistic of the transformational impact this will create in times to come.”
Explaining the concept behind the campaign, Vani Gupta, Founder, Hypersonic Advisory, says: “Cars24 had a simple brief: to triple business by the festive season. It was a tall ask and we could have resorted to short-term tactical promotions. But we chose to relaunch the brand with a proposition that would set them up for the long term. This is a category that suffers most from a trust deficit. Our campaign involves real-life relatable situations that highlight the issues people face while selling their cars and how Cars24 aims to solve their problems with ease and convenience.”
