CarDekho has rolled out a campaign titled ‘sapna re’ (ray of dreams) featuring its brand ambassador, actor Akshay Kumar to spotlight its offering of providing quality used cars at affordable prices.
Conceptualised by Leo Burnett, the campaign consists of a film through which it aims to highlight the intention of middle-class families and their aspiration to own a car. The film features Kumar as a father who promises his daughter that he will buy a car for her one day. Kumar is able to keep his word with CarDekho.
Charu Kishnani, senior VP-marketing, CarDekho, said, “The concept behind our campaign is to showcase how CarDekho is about trust and a bond that makes your loved one’s dreams come true. The ad features the emotional journey of middle-class Indian families to buy a car. It also portrays the special bond between a father and daughter. With a heart-tugging song in Swanand Kirkire’s voice, the ad makes everyone feel the little girl’s emotions and takes us on a lyrical journey.”
Amit Nandwani, executive creative director and head of content, Leo Burnett Delhi, said, “Upgrading from a two-wheeler to a car is a dream for every middle-class Indian. CarDekho, with its plethora of offerings, aspires to be a trusted ally of every Indian in this emotional journey. We have conveyed this through a heart-warming story of a little girl’s trust in her father and how he fulfils her dream of owning a car. We believe the campaign will have a strong emotional connect with the viewers and help position CarDekho as the most trustworthy used-car brand in the country.”
Along with the film the brand has rolled out an outdoor, digital, and radio campaign.