MS Dhoni Seen In Multiple Avatars In Lowe Lintas CARS24 New Campaign

A new campaign that highlights the way of selling cars directly to its customers is launched by India’s fastest growing tech-enabled-car company, CARS24. This campaign talks about various offerings like ‘instant payment’ and ‘free RC transfer’ that are part of the new customer-to-customer model. An integrated campaign to promote this new offering was conceived by Lowe Lintas Delhi. The integrated campaign featuring MS Dhoni is live across multiple mediums. The campaign strengthens the brand’s visibility and inspires trust among its customers. Selling a car can be a difficult and tedious task that not just requires effort to close a deal but involves numerous calls and haggling for price. MS Dhoni is shown in multiple characters in its campaign film like a seller of a car as well as an interested buyer. Keeping the “Car bechni ho, toh CARS24” idea at the core, the film intends to capture the problems related to the authenticity of a potential customer faced by sellers when selling their car. Focusing on direct interaction and legitimacy of the customer, the brand now proposes “Ab direct customer ko car bechni ho, toh bhi CARS24!”

Commenting on the development, Nida Naushad, Brand Head, CARS24 said, “We are super excited since this is our second campaign with MS Dhoni and after the success of the Dhoni Review System we have even higher hopes for the new one. This campaign highlights that customers no longer have to go through the hassles of looking for the right buyer for their car and also focuses on the benefits of selling directly to the end customer; hence it gives our customers the best of both worlds.”

Commenting on the campaign idea, Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas said, “In our first initiative for Cars 24, we spotted a unique problem – that sellers often don’t realize buyers are right around where they are, closer to them than they think. And we got Dhoni to play on the front foot, showing second-hand car sellers that Cars 24 was indeed the best place to meet those buyers, directly.”