CARS24 Services launched their maiden television campaign (TVC) featuring Boman Irani as its brand ambassador.
Happy mcgarrybowen, the creative agency from Dentsu Aegis Network has conceptualised it.
The TVC, which is part of a 360 degree campaign, will run across all national TV channels along with a strong presence across other media platforms. The campaign is primarily targeted at males between the age-group of 30-50 from metros and other major cities, who have a minimum experience of three-four years of owning a car.
Donning the tagline ‘Car Becho, Best Price Mein’, the television campaign features an average male struggling to sell his car and how CARS24, helps him save the day. The TVC is divided into three parts – his struggle with online buyers and introduction to CARS24, establishing the best price via the brand’s scientific inspection and online auction, and finally, instant payment to his bank account.
Elaborating on CARS24’s new TVC campaign, Vikram Chopra, CEO and co-founder, CARS24 said, “Our research indicates that people are now selling their cars in 3- years, as against 5-6 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″.
Sharing insights on the creative strategy, Kartik Iyer, CEO and Co-founder – Happy mcgarrybowen added, “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 grow their market share and create value for the brand.”