CARS24 today announced former captain of the Indian cricket team MS Dhoni as its new brand ambassador and has launched a new series of TVCs highlighting unique offerings like best price deal, instant payment, free RC transfer and single visit sell. Aiming to strengthen the brand’s visibility and trust among the customers, the TVC showcases how CARS24 is their truest partner when it comes to selling their used car. The internationally acclaimed Indian cricketer MS Dhoni has also announced capital infusion in the company as a part of series D round of funding.
While the campaign went live on radio on August 1st, 2019, the TVC was launched today aiming to garner maximum reach leveraging the week of Independence Day and Rakhi. Keeping the core idea of the campaign as “Car bechni ho, toh CARS24”, the newly launched TVCs intend to capture the conundrums faced by customers before selling their car and how Dhoni enters the pitch to act as a third umpire. In the commercial, Dhoni explains the simplicity of selling a used car on CARS24’s platform promising a hassle-free journey.
Commenting on the development, Mr. Gajendra Jangid, Co-founder and CMO, CARS24 said, “We are honoured to welcome the legendary sportsman – MS Dhoni on board as CARS24’s new brand ambassador. Being an inspiration to many, Dhoni has already won hearts and trust of individuals in India and internationally through his invincible performance. Whereas CARS24 is India’s most trusted brand in used car category, with a proven track record of customer service and unique offerings. With these new TVCs, we are trying to connect with consumer on their concerns of selling their car and hence, have brought MS Dhoni to help them to make a right choice to sell their car to CARS24.
The TVC showcases people from different walks of life like a young working professional, a couple, two friends among others; and how they decide to sell their car by keeping best price, instant payment, free RC transfer and sale in single visit in mind. Understanding the core idea, the campaign is designed by Spring Marketing Capital.
Talking about the new campaign, Mr. Arun Iyer, Founding Partner, Spring Marketing Capital said, “Selling your car is a decision often riddled with confusion and doubt. Conflicting views and contradictory opinions cloud the decision-making process. Dhoni is known for his confidence and clarity in moments of doubt. It was this attribute of Dhoni's personality that made him a natural fit for the brand. The Dhoni Review System hopes to answer the questions that a lot of consumers have when they walk into a CARS24 branch.”
Creative Agency: Spring Marketing Capital
Creative Director: Arun Iyer
Production house: Radhika Productions
Director (film): Suresh Triveni
Producer: Radhika Sawhney