Droom rolls out Rs 25 crore media campaign for Orange Book Value

Titled ‘Resale Ka MRP’, integrated brand and media campaign to firmly establish OBV as industry standard for pricing of used automobile in India

e4m by exchange4media Staff
Published: Oct 27, 2016 3:48 PM  | 2 min read
Droom rolls out Rs 25 crore media campaign for Orange Book Value

Droom has rolled out its mega marketing campaign titled ‘Resale Ka MRP’ for Orange Book Value, an algorithmic pricing engine, such a disruptive phenomenon in the automotive resale space. With a budget of INR 25 crore, Droom is betting on a dedicated 360-degree integrated media blitz to enhance consumer salience about OBV and how it can completely alter the dynamics of the industry.

The idea behind the logo, according to the company, is that through communications it is passing a message that the price of used vehicle should be same for seller and buyer, reducing the negotiations between them and OBV provides that required pricing standard. The two dots in the middle of O in OBV signifies eyes and the two upper and lower halves of O signify the smiles of buyer and seller respectively. While the company has associated with orange colour since the start the newly added blue colour signifies trust, peace, intelligence and loyalty to provide appeal to both sellers and buyers.

Speaking on the announcement, Sandeep Aggarwal, Founder and CEO, Droom, said, “With the demand of pre-owned vehicles in the country outstripping that of new vehicles, there was a pressing need for an objective pricing mechanism. Through its data science-based approach, Orange Book Value gives a fair market value of a used vehicle under 10 seconds. With the ‘Resale Ka MRP’ campaign, we wish to underline how this algorithmic engine does away with all the discrepancies that have plagued this segment so far with non-standard pricing. We are confident of the game-changing potential of OBV and have therefore decided to support it with a dedicated media blitz that will enable more and more consumers and auto dealers to leverage the 21st century tech and data science pricing tool.”

Team Contract, the ad agency behind the concept of the OBV TVC, added, “The Diwali season is a time when every brand is trying to enter consumer’s mind space with gifting and home improvement ideas. But Diwali is also a time when friends get together and conversations take every direction. We decided to use an interaction between friends to showcase how opinions can often differ when it comes to agreeing on the value of a used car. Valuation of a used car is such a subjective and open discussion that there is hardly ever an easy agreement on it. This film beautifully captures one such conversation at a Diwali get together, and strongly underlines how a concept such as OBV can make this debate obsolete!”

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