Mumbai: CARS24, India’s leading e-commerce platform for pre-owned vehicles today, launched its latest campaign ‘MRL Pass Toh Gaadi First Class’ featuring the uber cool MS Dhoni. The campaign brings focus to CARS24’s recently launched Mega Refurbishment Labs (MRLs) in India and highlights the brand’s commitment and leadership to provide quality cars to its customers. The campaign will go live on television and across all the social media handles of CARS24.
Based on the recently conducted CARS24-IPSOS Study, quality is the most important factor in a buyer’s purchasing journey. In line, the campaign brings focus to the solutions by CARS24 that make the buying process seamless while ensuring top notch quality cars.
Conceptualized by Ogilvy (North), MS Dhoni along with the massive MRLs emerge as the heroes in the film. MS Dhoni is seen in this unique avatar of a rapper for the first time. Dhoni raps to explain the MRL throughout the film with visuals of various checks done on a car at the MRLs. Themed around ‘quality’, the film is for the young buyers, with Dhoni making this point in a light hearted and fun manner. The rap-like treatment to the film and the continuous use of the word ‘check’ makes one want to play the film on loop- it has the potential to become an earworm.
Speaking on the announcement, Sudhir Shukla, Chief Marketing Officer (India), CARS24 said, “More than ever, we recognize people in India want to own a car with quality being the biggest driver of purchase. Through this campaign, we want to reinforce the messaging of our consistent efforts to bring a whole new world of quality cars to even more consumers. At CARS24 we have invested in India’s largest refurbishment facilities, the Mega Refurbishment Labs, which use best-in-class systems, processes and technology to deliver quality cars that, together with our warranty and customer friendly return policies, will ensure an outstanding customer experience. And it was only fitting to use the best of cricket and a known car fanatic – MS Dhoni- to endorse the best in the pre-owned car industry; as he is definitely one of India’s most celebrated icons of performance, trust and dependability.”
MS Dhoni commented, “Since its early days, CARS24 has envisioned transforming the used-car industry. It has been a pioneer in shaping the industry while enabling customers to make the transition to buy cars online. The company is revolutionizing the category beyond Indian waters and has showcased its merit globally as they continue to expand further. I am delighted to be associated with a company that is here to make a difference with a consumer centric approach, ensuring they offer the best to their customers.”
Piyush Pandey, Chairman of Global Creative & Executive Chairman, India said, “CARS24 is a pioneer in technology. One look at their new Mega Refurbishment Lab told us that this technology is super cool. And we wanted to show it as just that. So, we partnered with captain cool to show the world what the CARS24 technology is all about.”
Ritu Sharda, Chief Creative Officer- Ogilvy (North), adds, “When we first saw the new CARS24 facility The MEGA REFURBISHMENT LABs, we knew that this had to be the centerpiece of our communication. We needed to show the rigour and the know-how that goes behind making each car top-notch. And who better than MS Dhoni to help us tell that story. Considering CARS24’s younger audience base, we presented Mahi in a never-seen-before avatar. All decked up in neon overalls and shades, we gave Mahi a rap song to present CARS24 MRLs. We’ve presented MRL in all its glory and as a futuristic refurbishment facility synonymous with trust and quality.”
CARS24 has recently launched seven company-owned refurbishment centres called Mega Refurbishment Labs (MRLs) in key metro markets of Delhi NCR, Mumbai, Bangalore, Ahmedabad, Chennai, Hyderabad, and Pune. These MRLs, India’s largest vehicle refurbishment facilities, have been set up across 35 acres of land with the aim of providing buyers with access to high quality used cars coupled with warranty through a trusted channel.
Link to the film: