MUMBAI, September 8, 2014 /PRNewswire/ --
CarWale has launched its first-ever mass media campaign, spearheaded by a television commercial that makes a strong point with a tinge of humour. It is based on a common insight that car buyers, especially in India, take everybody's opinion before deciding on a car. And just about everybody out there is a self-appointed reviewer. This only results in a lot of inaccurate information which misleads buyers and does not really help them make an informed decision.
(Logo: http://photos.prnewswire.com/prnh/20131212/10084726)
The strategy, as articulated by Ogilvy & Mather, the creative agency, was to inextricably link CarWale to the car-buying process. Consumer research showed that even in this digital age, car buyers end up having to visit multiple showrooms and seek opinions from people around them.
The television commercial, which first aired on 29 Aug 2014, highlights the dilemma of the Indian car buyer in a series of amusing vignettes that dove tail into the brand message: When buying a car don't ask the whole world, instead ask the experts - CarWale.
Watch the full TV commercial: http://youtu.be/3yRDPdDvql8
Mohit Dubey, Co-founder and CEO of CarWale says, "We are extremely excited about our first mass media advertising campaign to further build the CarWale brand. At this time when pre-Diwali car research is at its peak, the response we have received from both buyers and the industry is humbling."
CarWale also formally announced the appointment of MediaCom and Ogilvy & Mather as their media and creative partners, respectively.
"We have chosen to partner with MediaCom and Ogilvy & Mather as they both have a very strong understanding of automotive, technology and dot com brands. So the combination of the two working together to help build our brand made perfect sense," added Mohit. "With their combined expertise, we are extremely excited about the possibilities for CarWale's brand journey."
CarWale, India's largest automotive portal, is owned by Automotive Exchange Private Limited and a part of the Axel Springer group (owners of AUTO BILD, Europe's largest selling automotive magazine). CarWale has been recognised by IAMAI as the Best Auto Website in India, twice in a row (2011 and 2012), among several other awards from Red Herring, Business Week and PC World magazine for its contribution to the Indian automotive industry.
MediaCom, the "The Content + Connections Agency", is one of the world's leading media communications specialists. MediaCom is responsible for planning and buying advertising for some of the world's biggest companies, and employs 5,800 people in 122 offices across 97 countries. Recent awards include the Agency Network of the Year at the International M&M Awards (2009, 2010, 2011 and 2013), and Network of the Year at the Festival of Media Awards (2010 and 2012).
Ogilvy & Mather, founded in 1948 by David Ogilvy, today has more than 450 offices in 169 cities. Over the years, Ogilvy & Mather has helped build some of the world's most recognisable brands. Their recent achievements include the Cannes Lions Network of the Year award 3 years in a row (2012-14), Effie award for Most Effective Agency Network (2012-13) and their Mumbai office was declared the most effective agency office globally in the 2012 Effie Effectiveness Index.
Media Contact: Dhruv Chopra, [email protected], +91-22-67398984, CarWale
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