CarDekho & Leo Burnett experiment to demonstrate how women are great drivers
Conceptualised by Leo Burnett the film showcases a musical track composed entirely with reverse gear music driven in precision by a group of female drivers
Published - 09-March-2019
CarDekho building on its ‘Chalao Apni’ philosophy launched a new digital experiment applauding the women drivers and busting the myth that only men are great behind the wheel. Conceptualised by Leo Burnett India the film shows and applauds how women can also drive with precision and in perfect synchrony.
Partnering with musician Sneha Khanwalkar, the team created a musical track using reverse gear sounds. Interestingly the track is recorded live from different cars being reversed, by a group of female drivers.
A team of experts replaced the reverse sounds of cars with different musical loops of this track, making each car act like a particular instrument! Next the team assembled a group of female drivers from various walks of life, who got ready to drive these modified cars. Under Sneha’s direction, the ladies drove in perfect harmony and seamless coordination, recreating her track by reversing cars!
Speaking on the launch of this digital experiment Rajdeepak Das, Managing Director India and Chief Creative Officer, Leo Burnett South Asia said, “The film underlines the brands philosophy of ‘Chalao Apni’ – inspiring women to do their thing without paying heed to what others have to say. We are thrilled with the result of this experiment where for the first time the entire score has been created with reverse gear music and the best part is that we had some excellent women drivers at the helm of the wheel to execute this. This film is the perfect vehicle to break societal bias towards women and their driving skills.”
Gaurav Mehta, CMO, Girnarsoft said, "Mobility is a right that all of us have. But sometime we as a society; consciously/sub-consciously make women drivers feel that they are not exercising that right properly. But cars don’t discriminate or judge. They celebrate every person’s individuality and aspirations and help them ‘chalao apni’ as an attitude. CarDekho stands for mobility and celebrates each and every car driver’s individuality."
Client Team: Gaurav Mehta, Katha Tara
Creative Agency: Leo Burnett
MD – India & CSO, Leo Burnett South Asia: Dheeraj Sinha
MD – India & CCO, Leo Burnett South Asia: Rajdeepak Das
Executive Creative Director: Arjuna Gaur
Creative Team: Sudhir Das (Copy), Arzan Antia (Copy), Ashish Gautam (Copy), Abhimanyu Bhatia (Art)
President, North: Rakesh Hinduja
VP & Business Head: Jaikrit Singh
Brand Services Director: Sakshi Chawla
Production Company: Powerdrift Studios
Director: Vivek Kumar
Music Director: Sneha Khanwalkar
Producer: Rohan Albal, Amit Shetty
Executive Producer: Ninad M, Shreyashi P
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