Droom, the online automobile transactional platform, has initiated a massive Rs 225 crore marketing budget. Beginning with three TVCs to be aired in the coming days, Droom plans to carry out extensive marketing efforts throughout the country.
The whopping budget of Rs 225 crore, out of which Rs 100 crore has been assigned to the TVCs, was allocated to carry out all-encompassing efforts spreading awareness in the entire country regarding the numerous benefits of online automobile transactions and Droom’s central role in the same.
Commenting on the budget, Sandeep Aggarwal, Founder and CEO, Droom, said, “We haven’t spent majority of amount we raised in June 2016 in our last round so essentially we increased our marketing budget to Rs 225 crore as we wanted to further fuel the adoption of not only the Droom marketplace platform but also our ecosystem services tools such as OBV and Eco etc. and take them to mass market. At Droom we have built the entire ecosystem for used automobile buying and selling ground up and with performance based marketing program and data driven approach, we want to now make Droom a household name in India. We run the most efficient marketing programs for any ecommerce company in India and we plan to achieve very high ROI on this spend."
Apart from the three TVCs, the campaign will also feature extensive print, BTL, OOH, digital and online video campaigns to offer a 360-degree experience and achieve nationwide brand recognition. Out of this budget Droom is also allocating Rs. 25 crore in CSR related campaigns on road safety, pollution, driving rules and used vehicle buyer’s rights.