MUMBAI: Leo Burnett India, a part of the Publicis Groupe, has added CarDekho.com to its client roster. The agency has also unveiled its new campaign titled “Chalao Apni”, with a renewed positioning that focusses on the car buying experience of the customer, which will go live on 23 February.
The new campaign—which is a five films series—revolves around the idea that car buying, in India, is an emotional decision that goes through a number of varied opinions and reviews from family and friends. CarDekho, with this campaign, reminds the buyer that while other’s opinions are important and gratifying, the car buying experience needs to focus on the ‘personal need’ hence the positioning – “Suno Sabki Phir Chalao Apni.”
On winning the account, Leo Burnett managing director – India and chief strategy officer – Asia Dheeraj Sinha said, “The process of car buying is changing dramatically as we speak. While the manufacturers put out a lot of information on their car models, the big opportunity here is to map a car and its features to the needs of the people. CarDekho.com as a platform equips people with in-depth knowledge and understanding about cars in general and the specific models, thereby making choices easier. As we move to a marketplace which is inundated with options, simplifying choice-making itself will be a big business. We are extremely excited to partner CarDekho in this journey. It’s a big opportunity to build a HumanKind brand here.”
Commenting on the launch of the campaign, Leo Burnett managing director India, chief creative officer South Asia Rajdeepak Das said, “Cardekho is a platform which connects the buyers with their dream cars. At Cardekho we believe there is nothing such as a “wrong car” but always the right car for you, and this is the platform we have built our campaign on – connecting people with their dream cars. This campaign is a fitting example to our HumanKind philosophy, which revolves entirely around people and purpose.”
Girnarsoft CMO Gaurav Mehta said, “We at CarDekho understand that a car buyers connect with her/his car is not only functional but emotional as well. Through our proprietary tech and editorial content solutions, we empower the car buyers to choose the right car as per their need state. Leo Burnett understood these consumer dynamics almost instantly. And through this campaign, ‘Chalao Apni’, a colloquial term, has crafted with an attitude that appeals to one’s self, without alienating the social relationships. It is versatile enough to put the brand in the hand of the consumer even when they aren’t thinking of the category. I am confident about CarDekho’s and Leo Burnett’s synergy for creating more such user experiences that are educative and value adding for the car buyers and sellers in the third largest car market in the world.”