Spinny has expanded its 'God Promise' campaign featuring Sachin Tendulkar to Tamil Nadu as part of its efforts to strengthen its presence in one of its key markets for organised used-car transactions.
The campaign is being rolled out across television, transit and out-of-home media and includes a Tamil-language adaptation supported by an original soundtrack composed by singer-composer Amrit Ramnath. The creative work has been developed specifically for consumers in Tamil Nadu and draws on local cultural nuances to strengthen audience relevance and engagement.
The 'God Promise' platform is based on a widely used expression in India associated with sincerity and assurance. Spinny has positioned the phrase as a reflection of its brand promise, built around transparency, integrity and reliability in the buying and selling of cars. By featuring Sachin Tendulkar, the campaign seeks to reinforce values of trust and consistency that the company associates with its customer experience.
Commenting on the campaign, Sachin Tendulkar said, "The ‘God Promise’ connects naturally with people because it comes from honesty and trust - values I’ve always believed in. Cars carry memories and milestones, and this campaign reflects the emotional and practical confidence people look for today."
The campaign also highlights SellRight by Spinny, the company’s seller-focused proposition designed to simplify the process of selling a vehicle. Through SellRight, customers receive fair price discovery, instant payments, free and fast RC transfer support, and end-to-end assistance intended to reduce friction and improve transparency throughout the transaction process.
Niraj Singh, founder and chief executive officer, Spinny, said, "Sachin has always stood for excellence, sincerity, and trust, values deeply embedded in Spinny’s DNA. ‘God Promise’ reflects how we work and the experience we want every customer to have. Through SellRight by Spinny, we are focused on making car selling simpler and more transparent with fair price discovery, instant payments, and seamless RC transfer support. Tamil Nadu is a key market for us, and this campaign reflects our continued commitment to the state."
Alongside its seller proposition, Spinny has used the campaign to communicate its focus on quality assurance. Every vehicle sold through the platform undergoes multi-point inspections and a structured refurbishment process. The company operates two Integrated Restoration Centres with the capacity to refurbish more than 1,200 cars each month, supported by quality checks throughout refurbishment and delivery.
The campaign also coincides with Spinny’s continued expansion across Tamil Nadu. The company has established a presence in Chennai and Coimbatore through Spinny Parks, hubs and doorstep-first services, while also serving cities including Salem, Madurai, Trichy, Vellore, Erode, Tirupur and Hosur. Coimbatore remains a significant market, with more than 200 cars delivered monthly.
Spinny says it has built a customer base of more than two lakh users, with nearly 54% of purchases now taking place online. The latest campaign reflects the company’s broader effort to strengthen consumer trust and drive awareness of its services through a locally relevant, trust-led marketing approach.
