CarTrade sticks to canine characters, pitches variety

Watch the ad film conceptualised by Madison BMB here

Jul 10, 2015 08:57:00 AM | Video | Campaign India Team has rolled out an ad film to showcase the wide selection of used cars it has on offer. The film has been conceptualised by Madison BMB. This is a follow up to the 'Laakhon used cars' (Lakhs of used cars) film that came out in December 2014, featuring dogs as drivers and passengers. The current film will be seen on English, Hindi and regional channels.
The film presents six dogs: Speedy, Seth Ji, Cookie, Goga, Paris and Bosco. Each of them is featured joy-riding in their favourite cars. While Speedy cruises in a fast car, Seth Ji relaxes in the backseat of a luxury Car. Cookie and Goga drive their large and small cars respectively. Paris in a stylish car and Bosco with a ‘naughty’ car ride complete the cast.  The film cuts to what seems like a drive-in cinema, where a voice over informs the audience (dogs watching the screen) about the large selection of used and new cars available at 
Bharath Sastry, business head – consumer,, said, “Our latest TV ad campaign highlights one of the key differentiating features of We wanted to showcase that we have the widest choice of used cars in an interesting way. In our earlier creative, we used dogs as the key characters and consumers found the concept endearing and hence we have carried it forward in this TVC as well.” 
Raj Nair, chief creative officer, Madison BMB, said, “After the success of the recent campaign, we looked to see how we could refresh the franchise. The result is this commercial that looks to entertain and help to differentiate itself in the online car sales segment. The core message is the same, with the Lakhon used cars and hazaaron (thousands of) certified cars taking centre stage, but with a fresher, more captivating and engaging idea and execution."
Creative agency: Madison BMB 
CCO: Raj Nair