CarDekho showcases its 'Mental Engineers' in new campaign

Conceptualised by the in-house team and starring its own employees, CarDekho's quirky commercial promotes its app

BestMediaInfo Bureau | Mumbai | January 11, 2016

Click on the image to watch the TVC.

Consumers are always really emotional and sentimental about their cars hence take sufficient time to buy the same. Keeping in mind the same, CarDekho launched a quirky new TVC campaign that aims to strike a chord with the 'senti-mental' consumers. Highlighting the new 'Feel the Car' feature available on CarDekho app, the off-hand and humorous TVC highlights the unique approach undertaken to bring alive a car through the app feature “feel the car” that enables a truly immersive virtual car experience for users.

But that is not all that makes the advertisement so engaging. Contrary to the normal video advertisements featuring 'industry experts', the entire TVC has been shot with real employees, with all the aspects such as shooting, editing, casting or post-production being handled in-house by CarDekho. The backdrop for the TVC is CarDekho's swanky new office in Jaipur, while the stars that steal the show are its own employees – the very people actually involved in developing and implementing the out-of-the-box solutions for the platform on a day-to-day basis!

LK Gupta

Speaking on the TVC, LK Gupta, CMO, GirnarSoft, who is also seen in the TVC holding a meeting in the conference room, said, “We know how attached Indian consumers are to their cars, and we know how crazy our own employees are to develop product features to really bring alive a virtual car experience. This new TVC is the perfect way of defining the new feature, explained and demonstrated by the actual mavericks behind the development. Additionally, all aspects of the production were taken care of by our in-house team to maintain the integrity and clarity of the messaging. We are confident that our new feature will enhance user experience and allow consumers to make the most informed car purchase decisions.”

With a full 360 degree interior and exterior view, recreation of the sounds such as horn, ignition or revving, and embedded video and text pop-ups to explain various car features, CarDekho's 'Feel the Car' feature is a high-functionality development. With a unique confluence of video, text and audio stimulus made available for users to peruse, CarDekho has customised the feature for more than 40 popular car models.

Speaking on behalf of the creative team behind the TVC, LK Gupta, CMO, GirnarSoft, said, “The entire team at CarDekho is obsessive, almost crazy, about automobiles. The idea for the TVC came about when we saw dozens of maverick ideas coming in for app features. That's how 'Feel The Car' was born - out of a desire to do something with a car on a mobile app never attempted before. The campaign and its quirkiness will strike a chord with our user base, especially those technically oriented.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Editor: Sunil Prajapati

Online Editor: Anil Prajapati and Ankit Mali

Director: Abhishek Sharma

D.O.P:    Deepak Dodia

Info@BestMediaInfo.com

Info@BestMediaInfo.com