Leo Burnett India, a part of the Publicis Groupe, added another account to its client roster – CarDekho.com, an auto site that helps users buy/sell cars in the most efficient and hassle-free way.
The agency has also unveiled its new campaign titled “Chalao Apni”, with a renewed positioning that focusses on the car buying experience of the customer. Created by Leo Burnett, the campaign goes live on 23 February.
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’ 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 the advice that everyone’s giving but deciding as per his needs on CarDekho.
Cardekho.com, founded in 2008 by brother duo – Amit and Anurag Jain, is the 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.
In India, car buying is an emotional decision which is driven by the personal need of the buyer. Simultaneously, the car buying journey involves going through a number of varied opinions and reviews from family, friends which often leads to the buyer losing focus from his/her personal need.