Cars24 announces fully integrated brand re-launch and re-positioning

Cars24 has today launched “Car bechni ho, toh Cars24” an entirely new brand proposition, in  line with its ambition to truly own the category of used car commerce. Cars24 is the only company that allows users to sell the car, have all paperwork taken care of and receive payments on the same day they decide to sell the car. The ad campaign features Bollywood stars Nawazuddin Siddiqui and Mandira Bedi as they share their struggles of selling their used cars.

“Cars24 has been around for a while, but we realized that there were multiple reasons why we had such a wide fan base. A very large number of our branch walk-ins were from referrals from other happy consumers who had earlier sold a car at Cars24.  We realized 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 re-positions all other methods of selling your used car as tedious, harrowing and unreliable,” said Vikram Chopra, CEO, Cars24.

Cars24 stands strong on its values of trust, respect, high standards, friendly customer service and grounded in reality  So it has always partnered with celebrities that are seen to be consonant with its values. Nawazuddin Siddiqui has a very powerful personal story of real struggle in the film industry. Mandira Bedi is one of the few actresses who is real and has the courage to reinvent her persona through different phases of her career. Hence both of them seemed the ideal choice for Cars24 as they embody the values of the brand and live by them every day.

There are four ad films in the campaign, two of which feature Nawazuddin Siddiqui and Mandira Bedi. In one ad film, Nawazuddin is looking to sell his first car, a small car that he calls “his partner in his long years of struggle in the industry before he became the big star that he is today”. His neighbor suggests that the gift the car to him, as he doesn’t need the money anymore.  But he doesn’t like the idea of disrespecting his car by giving it away.  He decides to try Cars24, where he got the price and respect his car deserved.

Nawaz, behind the scenes at the ad shoot, confirmed to us in light banter, that this was exactly the reason why he chose to partner with Cars24. He reminisced about the time when he did indeed want to sell his old car and was very unhappy at the options he had in front of him.

In second ad film, Mandira Bedi talks of the time when she was harassed endlessly by all kinds of pesky calls at all times of the day, inquiring about the car she’d listed online for sale.   She finally chooses to sell on Cars24, basis a friend’s recommendation and was pleasantly surprised to find that it was all so easy and pleasant – instant payment and RC transfer were added delights!

Another commercial showcase a very powerful real-life story of a man still doing the rounds of courts as he sold his car to an unsavory character several years in the past. This man went onto commit serious criminal acts, but went scot-free as the car was still in the name of the original buyer!   Had he sold with Cars24, which takes care of all paperwork, he wouldn’t have been in this situation.

The latest campaign builds on word of mouth, by featuring real life like testimonials from happy consumers.  Each advertisement features a real story as played back to us by our real consumers, featuring a real pain point, or a real dilemma they had faced, whether in selling their car or an insight that became apparent when they attempted to sell their car. The ads create an emotional bond of trust rather than adopt a rational feature-based approach as one sells a car only once in 3-4 years.

Cars24 has the ambition to grow 3X in the 3 months of festival season. The company has brought in Hypersonic Advisory, an external Growth Partner, to craft the relaunch strategy and execute it end to end. The new tagline  “Car bechni ho, toh Cars24″  is in, as it alone delivers not just need, but unimaginable delights for customers like instant payment and RC transfer, no matter how complex the case.

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