MUMBAI: In a society where traditions often intertwine with harmful practices, CARS24 is taking a stand against the normalisation of dowry—a custom that diminishes the sanctity of relationships and fuels social inequality. With its new campaign, ‘Dowry Collection’, it aims to use wit, innovation, and a touch of satire to address this pressing issue, especially during the wedding season, where the gifting of cars as dowry has become what it calls disturbingly common.
The ‘Dowry Collection’ campaign the company explains disguises itself as a celebratory offering for weddings, inviting users to explore a curated collection of cars for dowry. It uses the language of choice, customization, and convenience to engage users, mirroring the allure of traditional dowry practices.
Upon entering details like the desired car type, budget, and wedding date, users are led to a message:
“Sorry, the only car we have for dowry is an IN-CAR. Dowry is not a custom; it’s a crime. Break the chain.”
This abrupt shift from expectation to reflection is designed to jolt users, encouraging them to rethink and reject the normalisation of dowry practices.
Link: https://lnkd.in/gZkgVV32
