CARS24 reserves ‘parking spots’ for fathers

As part of Father’s Day campaign, parking spots were blocked off across Delhi and Bengaluru with signs reading, ‘Reserved. For the car you should have gifted your dad’

by e4m Staff
Published: Jun 13, 2025 2:09 PM | 1 min read

This Father’s Day, while most brands chase applause with offers and emotional ads, CARS24 is choosing sarcasm. Across Delhi and Bengaluru, unsuspecting visitors to markets and malls were met with an unusual sight: parking spots that were blocked off with simple signs that read: “Reserved. For the car you should have gifted your dad.”

Instead of putting up giant emotional billboards, CARS24 chose parking lots; the one place dads still visit in their 12-year-old cars with broken horns and faded dashboards. Because the truth is, they never ask for upgrades. And most kids… never offer. The activation was designed as a quiet punch to the gut. Just enough to make people stop mid-scroll or mid-parking and think: “Damn. It is time that our dad drives a better car. Most fathers in India don’t upgrade easily. The suspension creaks, the stereo is still old school, but they will make it work.

“Everyone’s too busy upgrading their own life. Meanwhile, dad is still reverse parking without sensors,” said Gajendra Jangid, Co-Founder & CMO, CARS24. “We didn’t want to sell a car. We wanted to make children think and maybe do something about it.”

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