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Droom earmarks Rs25 crore for Orange Book Value campaign

The integrated brand and media campaign conceptualised by Contract Advertising is titled 'Resale ka MRP'. It intends to establish OBV as a defacto industry standard for pricing of used automobiles

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Droom earmarks Rs25 crore for Orange Book Value campaign

Droom earmarks Rs25 crore for Orange Book Value campaign

The integrated brand and media campaign conceptualised by Contract Advertising is titled 'Resale ka MRP'. It intends to establish OBV as a defacto industry standard for pricing of used automobiles

BestMediaInfo Bureau | Mumbai | November 3, 2016

Droom-TVC Click on the Image to watch the TVC.

Anyone who has ever sold a vehicle, or bought a pre-owned one, knows the hassles related to the most important aspect of the deal – the pricing. Droom's Orange Book Value (OBV), an algorithmic pricing engine, bridges this gap and makes computing the price of used cars that much easier.

To firmly establish OBV's game-changing stance as an industry benchmark in the realm of automobile buying and selling, Droom has rolled out a marketing campaign titled 'Resale Ka MRP'. With a budget of Rs 25 crore, Droom is betting big on the dedicated 360-degree integrated media blitz to enhance consumer salience about OBV and how it can completely alter the dynamics of the industry.

Droom's latest marketing initiative kicks off with the launch of an OBV Diwali video, conceptualised by Contract Advertising. The video revolves around a Diwali-time discussion between friends about the value of a pre-owned car. There are also two animated 'how-to' videos about OBV, which explain how one can use OBV to calculate the price of a used car. Droom will follow up the video with a 360-degree campaign comprising TVCs, radio and outdoor media and digital media.

Sandeep Aggarwal, Founder and CEO, Droom, said, “With the demand of pre-owned vehicles in the country outstripping that of new vehicles, there was a pressing need for an objective pricing mechanism. Through its data science-based approach, Orange Book Value gives a fair market value of a used vehicle within 10 seconds. With the 'Resale Ka MRP' campaign, we wish to underline how this algorithmic engine does away with all the discrepancies that have plagued this segment so far with non-standard pricing. We are confident of the game-changing potential of OBV and have therefore decided to support it with a dedicated media blitz that will enable more and more consumers and auto dealers to leverage the 21st century tech and data science pricing tool.”

Speaking about the creative insight behind the video, a spokesperson from Contract Advertising said, “The Diwali season is a time when every brand is trying to enter consumer's mind space with gifting and home improvement ideas. But Diwali is also a time when friends get together and conversations take every direction. We decided to use an interaction between friends to showcase how opinions can often differ when it comes to agreeing on the value of a used car. Valuation of a used car is such a subjective and open discussion that there is hardly an easy agreement on it. This film beautifully captures one such conversation at a Diwali get-together, and strongly underlines how a concept such as OBV can make this debate obsolete.”

The TVCs:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/11/Droom-TVC.jpg

Credits:

Client: Droom

Agency: Contract Advertising

Production House: Siddhant Malhotra, Baqsa Productions

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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