Mumbai: Cars24 has unveiled a new brand campaign announcing two industry-first assurances for used-car buyers — a Lifetime Warranty and a 30-Day Return Policy — reinforcing its shift from symbolic trust-building to policy-backed accountability.
Conceptualised by Talented and directed by Shivang Monga in collaboration with First December Films, the campaign marks the first creative partnership between Cars24 and the agency. The films position tangible product guarantees at the core of the narrative, moving beyond conventional emotional reassurance in the used-car category.
In a notable move, Cars24’s CEO India, Himanshu Ratnoo, steps in front of the camera to personally back the company’s strongest product commitments to date. Through a series of films, he invokes familiar “family promises” — from a Mother Promise to a Mother-in-Law Promise and a Sister Promise — underscoring the brand’s confidence in the systems and processes supporting its offerings.
The Lifetime Warranty is designed to provide long-term peace of mind to buyers, while the 30-Day Return Policy allows customers to use the car and return it within a month if it does not meet their expectations — a level of flexibility rarely seen in the pre-owned car segment.
“We have spent the last few years working on one thing more than anything else: the quality of the cars we sell. In this business, you can’t compensate for a weak product. So we became far more disciplined about what we source, how we inspect, and how we prepare every car before it reaches someone’s driveway. A lot of cars don’t make it through our filters. We don’t sell a car that we would not buy for ourselves and that has been a conscious choice,” said Gajendra Jangid, Co-Founder & CMO, Cars24
He also adds, The Lifetime Warranty and 30 Day Return Policy are a reflection of that confidence. We are offering them because we trust the quality ourselves. Himanshu stepping into the film felt natural. When the India CEO stands behind something publicly, it reflects how seriously we take it internally. This brand film is coming after three years and it feels good to finally share this side of our journey. We are genuinely excited about where the product stands today and proud to put our name behind it.”
Shivang Monga, Director, First December Films said, “Cars have always been a soft spot for Indian households – a source of pride and treated like a member of the family. So placing cars inside living rooms felt like the right way to get the wheels turning. The CEO himself taking these ‘family promises’ just made the situations more dramatic and relatable, like a soap opera with cars!”
Sanket Audhi & Udit Joshi, Creatives at Talented said, “Buying a car in India is rarely just a transaction. It’s surrounded by opinions, advice and, most importantly, promises. Everyone has one: family members, friends, neighbours, even people who’ve never owned a car. While trust in this category has traditionally been communicated emotionally, the real shift needed to happen at a product level. With the Lifetime Warranty and 30-Day Return Policy, Cars24 is backing confidence with something tangible.”
