‘We don’t buy used cars. We buy your car’, says CARS24 in its new campaign

With the two new films, CARS24 moves conversation around selling a car from a purely transactional experience to a more emotional and memorable one

by exchange4media Staff
Published - Mar 2, 2019 8:50 AM Updated: Mar 2, 2019 8:50 AM
Campaign

Selling a car is a fairly painful process that takes several weeks of effort involving interaction with strangers, allowing test rides and haggling for price. Additionally, getting the RC transferred and ensuring that you are getting paid in full can take additional months.


But CARS24, a growing tech-enabled used car company, aims to transform the way people sell cars in India.

 

“Not just from a transaction, but also an experience point of view. CARS24 enables car owners to sell their cars within two hours of a single visit to one of the many CARS24 branches, with instant payment into their bank accounts and also takes complete responsibility of all the paperwork including RC transfer,” the company says in a statement.


But more than functional ease, CARS24 wants to move the conversation around selling a car from a purely transactional experience to a more emotional and memorable one. The attempt is to replicate the same feeling of joy that one experiences when buying a car – while selling it as well.

 

Vikram Chopra, Co-founder & CEO, CARS24, says, “A used car isn't just a used car, it's someone's car. Something that has been loved and treasured. At CARS24, we understand the value of those memories. Which is why we believe, that the very last drive you take with your car before selling it, should also end in a positive experience at CARS24.”

 

The story woven around CARS24’s new brand positioning – ‘As you drive to a CARS24 to sell your car, stay with the beautiful memories created in your car, leave the worries of selling to us’ – is shown through two new digital films: Gupta's #ByeByeDrive and Mukherjee's #ByeByeDrive

 

Along with the films, the brand has also gotten a fresh look with a new logo and design language geared towards creating an emotional connect with its customers.

 

 

“We love the world of cars. For us it’s not just business. And this has inspired the new identity as well. All elements of the design are inspired from everyday things we come across while driving, giving it a more personal touch. Our logo, for example, incorporates elements from number plates and the zebra crossings. The idea is to trigger an emotional connect for the consumer through the lens of memories and associations,” added Chopra.

 

Campaign team:

Director: Vinil Mathew

Executive Producer: Swadha Shetty

Production House: BreathlessFilms

Brand Partners: Spring Marketing Capital (Raja Ganapathy, Vineet Gupta, Arun Iyer, Akash Das, Rohan Talati, Noopur Khandekar, Ajay Ramaswamy, Azharuddin A and Tom Jose)

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