CARS24’s New TVC Promises Best Price Deal Through ‘Dhoni Review System’, Appoints MS Dhoni As Its New Brand Ambassador

Written By Digital Desk | Mumbai | Published:

CARS24, India’s fastest growing tech-enabled used car company, 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.”

Credit Rolls: 

•    Creative Agency: Spring Marketing Capital
•    Creative Director: Arun Iyer
•    Production house: Radhika Productions
•    Director (film): Suresh Triveni
•    Producer: Radhika Sawhney
•    Duration: 20 seconds and 10 seconds
•    Language: Hindi, Malayalam, Kannada, Telugu, Tamil and Bengali

Founded in 2015, CARS24 is already the largest platform for buying and selling cars in India and is revolutionizing the way pre-owned cars are sold in India. It currently has over 155 branches in more than 35 cities. Announcing the adoption of franchise model, company intends to scale up its presence in 300+ tier 2,3 and 4 markets by 2021 and has lately entered in regional markets like Surat, Patna, Kanpur, Agra and Hubli. CARS24 has also procured NBFC license to foray into consumer lending business.  

About CARS24

CARS24 is a growing tech-enabled used car company that offers an efficient and reliable platform to customers to buy and sell used cars. It enables car owners to sell their cars within an hour of a single visit to one of their many CARS24 branches. Apart from instant payment, the company also takes complete responsibility of all the paperwork including RC transfer and enables end to end transaction. The company, in-turn, sells these cars online through its proprietary auction platform to businesses across India, dealing in pre-owned cars. Within few years of its inception, company has witnessed an exponential growth and currently employs over 3000 people across India and has grown rapidly, making it a leading player in Indian used car sector. With over 10,000 trusted channel partners from more than 230 cities across India, CARS24 has over 155 branches in 35+ cities. The company is backed some of the marquee investors like Sequoia India, Exor Seeds (a venture fund affiliated with one of the world’s leading holding companies controlled by the Agnelli Family), partners of DST Global, Kingsway Capital (London based multi-billion US$ fund) and KCK (Silicon Valley & New York based investment firm).