CarWale has rolled out its first ever mass media campaign conceptualised by Ogilvy & Mather Bengaluru.
The film’s protagonist is a young man in the process of buying a car and is unsure as to what car he should buy. As he stands at a bus stop, he asks a young woman next to him if he should buy a petrol or a diesel car, scaring her in the process. He accosts a restaurant's waiter with his dilemma on how long the EMI should be. He even ask his dentist how much an SUV would cost, at which point the dentist tries to sell him his. He sticks his head out of an auto rickshaw in a traffic jam and asks the busy policeman if smaller cars would have airbags.
The film ends with a voice over that says, “Jab kar khareedni ho, toh duniya bhar ke logon se mat pooch. Just ask the experts. Carwale.com” (When you have to buy a car, don’t bother asking the whole world. Just ask the experts. CarWale.com)
Steven Hough, executive creative director, Ogilvy Bengaluru, said, “It is a common insight that car buyers, especially in India, take everybody’s opinion before deciding on a car. We decided to capitalise on this and highlight the dilemma of the Indian car buyer in a series of amusing vignettes.”
Mohit Dubey, co-founder and CEO, CarWale, added, “We are extremely excited about our first foray into building brand CarWale with mass media advertising. We have timed this campaign keeping in mind buyer sentiment at this time of year, when pre-Diwali car research is at its peak, and the response we have received from both buyers and the industry is humbling."
Agency: Ogilvy & Mather Bengaluru
Executive creative director: Steven Hough
Senior creative director: SairamVijayan
Senior creative director: AnoopSathyanand
Senior vice president: Kiran Ramamurthy
Associate creative director: Antony Sunil
Account supervisor: Udhav Kapila
Production house: BWP Totem