Cars24 appoints Hypersonic to lead new marketing campaign

Hypersonic Advisory, a growth-focused consulting company, helped Cars24 launch their new brand campaign that aims to position the brand as the one-stop shop for sale of used cars due to the transactional convenience it offers.

As of today, Cars24 is the only offering in the market for used cars, that allows you to sell your car, initiate payments and have a hassle-free transaction, all in the same day.

To further Cars24's ambition of growing three times in three months, Hypersonic conducted numerous consumer tests and created a new campaign that consisted of four ad films featuring Bollywood stars Nawazuddin Siddiqui and Mandira Bedi.

The Hypersonic team, led by Vani Gupta and Venkatesh Rangachari, with a combined experience of 40 years in marketing, promises end-to-end planning and execution, wherein business impact is demonstrated within 90 -100 days from the start.

The tagline of the campaign, "Car bechni ho, toh Cars24" emphasises the market leadership that the brand aims to establish. The campaign plays effectively on the idea that today's consumer values the convenience and trust with which a transaction is conducted in the used-car selling space. It builds on word of mouth, by featuring real life like testimonials from happy consumers. Each advertisement showcases a different need and situation, and how Cars24 delivered beyond expectations in every situation.

"Cars24 had a simple brief. To triple business by the festive season. It was a tall ask and we could have resorted to short-term tactical promotions but we chose to re-launch the brand with a proposition that would set them up for the long term. This is a category that suffers most from a trust deficit. Our campaign involves real-life relatable situations that highlight the issues people face while selling their cars and how Cars24 aims to solve their problems with utmost ease and convenience. With this relaunch, we believe Cars24 will appropriate the position they truly deserve - that of being the undisputed category leaders," said Vani Gupta, Co-founder and Partner, Hypersonic Advisory.

Vikram Chopra, CEO of Cars24, added, "In Hypersonic we have found a hands-on partner. The entire campaign - from insights to execution was led by Vani of Hypersonic. She worked very closely with the team to craft the right integrated communication strategy and showed deep commitment in execution at every step. We worked with several service providers on the recommendation from Hypersonic - like media experts, digital, creative, influencer marketing and others. Given initial spikes we are seeing in business, we are very optimistic of the transformational impact this will create in time to come.