Droom, India’s first online marketplace for buying and selling new and used automobiles and auto-related services has launched its new TV ad campaign. The two TVCs conceptualized and created by the creative
agency, aptly highlight the joys of owning a pre-owned vehicle if it is
properly verified on all accounts. The endearing appeal of the ads lies
in how eloquently they put forth the pleasure that any vehicle brings
into the lives of its owners, be it new or pre-owned. The experience
offered by Droom is encapsulated in the tagline of the ads, “Miley
feeling nai wali” (Gives you the brand new feeling).
Both ads feature a couple who debate
whether their recently bought vehicles warrant a celebration or not.
While the men in both TVCs are reluctant to be overjoyed, the women turn
the spotlight on the ways in which the vehicle will be a most pleasant
addition to their lives. They appropriately underplay the importance
that one attaches to the concept of being “second” and emphasise on the
fact that the vehicles are “new” for them!
Speaking on the TV ad campaign, Sandeep
Aggarwal, Founder and CEO, Droom said, “We have grown 501 times since
our public launch in January 2015 and while continuing on the track of
rapid growth we have decided to launch our first TV advertisement. We
will be spending over Rs 50 crore on our marketing efforts for the next
one year that will cover all formats print, digital, TV and outdoor and
will also include brand alliances and tie-ups.” Further talking about
the recently launched TV campaign he said, “It is our first massive
media campaign since our inception in April 2014 and it will help us in
creating and amplifying awareness about the brand among the target
customers as well as in building trust about Droom as a most trusted and
customer-centric online marketplace for buying and selling automobiles
and other auto related services. With this ad campaign, we are trying to
change the perception of people towards buying a used vehicle which
often ranges from less positive to negative attitudes as compared to
buying a new car. We want to eliminate this stigma associated with a
pre-owned vehicle and as far as credibility and trust are concerned
Droom’s innovative technology and data centric approach ensure that the
customers have access to verified sellers and get a transparent deal so
that they make an informed decision. We want to make Droom synonymous
with trust and transparency when it comes to buying a pre-owned vehicle
in India.”
The ad films lucidly illustrate the
features and processes at Droom which make it the ideal platform to buy
and sell used vehicles. From high-end cars to motorbikes, Droom has
established itself as the one-stop destination for all automotive needs
in the country. Through this campaign, it further weaves a heart-warming
narrative around the personal high that buying a pre-owned vehicle from
Droom can give to consumers.
The TV campaign will be supported by
visibility through other media platforms too across the country. Droom
has also hired Publicis Groupe’s Equinox as its media buying agency
which will help the company in mapping its target customers and reaching
out to its target audience with maximum geographical penetration.
Droom is fast expanding its presence across India and also has plans to
extend its presence to South-east Asia in early 2016. On the backdrop of
this rapid expansion, the company is also aggressively ramping up its
operations and to supplement the same has recently announced its hiring
plans of doubling up its employee strength by March next year. The
platform already provides its services in 71 cities and will be adding
more to its portfolio in the next couple of months.
Production House: Cutawayy Films
Director: Bhavesh Kapadia
Producers: Monica Gambhir & Gaurrav Dhar
Executive Producer: Muskaan Khan
DOP: Sylvester Fonseca
