Campaign India Team
Oct 22, 2020

Cars24 adds bidding system, shows reach

Watch the film conceptualised by Ogilvy

Cars24 has rolled out a bidding system to assist car owners who are looking to sell their cars.
A film conceptualised by Ogilvy has been released for the same. It shows a man with his mamaji (maternal uncle) drive into a busy street. The uncle calls for a cup of tea while the man who was driving the car asks him whether he will be able to get the car sold for sure. The man tells him not to worry. He makes an announcement that whoever is interested in buying the car should enter a queue. A bunch of people do enter it much to the joy of the car owner. Then comes a Cars24 executive. He uses a loudspeaker to amplify the reach to show that Cars24 reaches out to the full country. Not only does the line increase, but the executive also assures the uncle that the portal will take care of all paperwork and other hassles. 
Nida Naushad, head of brand, Cars24, said, “For most of us, our cars are our prized possessions. We care for it and maintain it well. And eventually, when the time comes to part ways with it, the least that is expected is to get a decent buck for it. However, the potential to get the best deal for your car is compromised when one depends on unverified sources and a smaller buyer base appraising your car. Our unique bidding system revolutionises the car selling process by providing the seller access to tens of thousands of genuine buyers from across India; all of whom are lining up for a chance to buy your car with their winning bid. This entire system empowers the seller and guarantees them a best deal every single time.”
Ritu Sharda, chief creative officer, Ogilvy (North), said, "We all know how tedious it is to find a buyer for your car, who is also willing to give you the right price. The edge that Cars24 has over the competition is its unique bidding system where a car seller gets bids from all over the country ensuring the best price. The bidding and the scale at which it operates amazed us, and we wanted to capture that very scale in the simplest manner possible. This is when we came up with the thought, 'Duniya Boli Lagayegi', and demonstrated it with the visual idea of a never-ending queue that goes all over the country. The idea not only helped us in putting the car seller in the position of power but also shows the simplicity with which a car can be sold on our platform."
Client: Cars24
Co-founder and CMO: Gajendra Jangid
Head of brand: Nida Naushad
Brand manager: Vishesh Arora
Creative agency: Ogilvy
Branch head – president North: Shouvik Roy
Chief creative officer - North: Ritu Sharda
Creative director copy: Seby John
Creative director art: Saji Johnny
Account management: Pawan Bhatt, Siddhartha Ghose, Tanweer Ashraf
Production house: Ramesh Deo
Director: Abhinay Deo
Producer: Apurba Sengupta
Campaign India

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