Leo Burnett wins CarDekho account, unveils latest campaign
The agency unveiled the new campaign titled ‘Chalao Apni’, with a renewed positioning that focusses on the car buying experience of the customer
Leo Burnett India, a part of the Publicis Groupe, added another account to its client roster – CarDekho.com, auto site that helps users buy/sell cars in the most efficient and hassle-free way.
The agency has also unveiled its new campaign titled ‘Chalao Apni’, with a renewed positioning that focusses on the car buying experience of the customer. Created by Leo Burnett, the campaign goes live on February 23.
CarDekho.com, founded in 2008 by brother duo – Amit and Anurag Jain, is the go-to platform for buyers, sellers and dealers of the four-wheeler industry, it provides 360-degree auto solutions including insurance and finance approvals, which helps consumers through their car buying or selling journey.
About the campaign:
In India, car buying is an emotional decision which is driven by the personal need of the buyer. Simultaneously, the car buying journey involves going through a number of varied opinions and reviews from family, friends which often leads to the buyer losing focus from his/her personal need.
CarDekho needed to remind people that while other’s opinions are important and gratifying, the car buying experience needs to focus on the ‘personal need’ hence the positioning - “Suno Sabki phir Chalao Apni.”
The five films focus on a life stage that leads to car buying – marriage, career success, etc. In the film, the moment the protagonist even considers to buy a car, there are people around him – his family, friends, peers, acquaintances who burden him with their opinions. These films come together as a musical and lead the protagonist to listen to the advice that everyone’s giving but deciding as per his needs on CarDekho.
On winning the account, Dheeraj Sinha, Managing Director – India and Chief Strategy Officer – Asia, Leo Burnett, said, “The process of car buying is changing dramatically as we speak. While the manufacturers put out a lot of information on their car models, the big opportunity here is to map a car and its features to the needs of the people. CarDekho.com as a platform equips people with in depth knowledge and understanding about cars in general and the specific models, thereby making choices easier. As we move to a marketplace which is inundated with options, simplifying choice-making itself will be a big business. We are extremely excited to partner CarDekho in this journey. It’s a big opportunity to build a HumanKind brand here.”
Commenting on the launch of the campaign, Rajdeepak Das, Managing Director India, Chief Creative Officer South Asia, Leo Burnett said, “Cardekho is a platform which connects the buyers with their dream cars. At Cardekho we believe there is nothing such as a “wrong car” but always the right car for you, and this is the platform we have built our campaign on - connecting people with their dream cars. This campaign is a fitting example to our HumanKind philosophy, which revolves entirely around people and purpose.”
Gaurav Mehta, CMO, Girnarsoft said, “We at CarDekho understand that a car buyer’s connect with her/his car is not only functional but emotional as well. Through our proprietary tech and editorial content solutions we empower the car buyers to choose the right car as per their need state. Leo Burnett understood these consumer dynamics almost instantly. And through this campaign, ‘Chalao Apni’, a colloquial term, has crafted with an attitude that appeals to one’s self, without alienating the social relationships. It is versatile enough to put the brand in the hand of the consumer even when they aren’t thinking of the category. I am confident about CarDekho’s and Leo Burnett’s synergy for creating more such user experiences that is educative and value adding for the car buyers and sellers in the third largest car market in the world.”
Client Team: Gaurav Mehta, Katha Tara
Creative Agency: Leo Burnett
Creative Team: Raj Deepak Das, Arjuna Gaur, Sudhir Das, Arzan Antia
Account Management Team: Jaikrit Singh, Sakshi Chawla, Aman Thapar
Production Company: Prodigious
Director: Amit Satyaveer Singh
Head of Prodigious: Chahna Rupani
Producer: Shraddha Singhvi
Associate Producer: Shariq Velkar
DOP: Srinivas Reddy
Chief AD: Sattam Ghosh
DA: Piyush Solanki
2nd AD: Akkshita Jeswani, Akshay Shankar
3rd AD: Kashif Khan
Music Director: Anand Bajpai
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