CRIC

CarDekho launches new campaign 'The everyday hero'

The campaign has been conceptualised and created by Leo Burnett India  

e4m by exchange4media Staff
Updated: Sep 21, 2020 7:01 PM
car

As cities re-open post the lockdown, personal mobility has taken on a significant relevance. Owing to heightened consumer anxiety as they identify means of transport that are safe and reliable, sales of cars and bikes have seen a sharp rise. Keeping this in mind CarDekho, India’s leading full-stack auto tech company, has launched its newest campaign ‘The everyday hero’ championing the cause of personal mobility. The campaign has been created by Leo Burnett India.

"CarDekho understands that travelling in ones own car feels ‘safer’ in the current scenario. Giving you more control on your surroundings, your personal vehicle limits your exposure to people. The new campaign reiterates these benefits by showing how a car keeps a frontline worker safe as he responds to the call of duty and at the same time provide peace of mind to his family members," the brand said.
 
The film captures the relevance and reliability of a safe commute with a heart-warming story depicting a retired doctor who decides to resume his duty against the wishes of his family. They realize that although they can’t shake the doctor’s indomitable spirit they can help him stay safe by buying him a car that limits his exposure to public transport thereby underlining the message of safety and security.

Speaking about the campaign Gaurav Mehta, Chief Marketing Officer, CarDekho Group said "The current pandemic has made a significant shift in consumer behaviours, with personal mobility becoming the most preferred way of commuting. As travel plays an important role in self's and country’s progress, everyone wants to opt for a secure means of personal mobility. The CarDekho campaign focusses on our mission to become the nation’s trusted personal mobility partner."

Adding further Rajdeepak Das, Managing Director – India & Chief Creative Officer, South Asia, Leo Burnett said “With social distancing still being of utmost importance, personal mobility plays an important role in enabling people to help restart their lives. Who better than CarDekho to take this message forward, as the brand has successfully created an ecosystem which enables buying and selling of cars under one roof with a seamless experience. This heart-warming story takes inspiration from real life and what’s even more poignant, is to see brand CarDekho owning the larger purpose of car buying needs and conveying a true HumanKind story.”

The film has been directed by Arjuna Gaur who is also the Executive Creative Director, Leo Burnett on the account. He says “Courage lies at the heart of this campaign. This film is made to inspire people in these uncertain times and face it with courage. It is something which the nation needs now more than ever.”

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