CARS24, an online marketplace for pre-owned vehicles in India has launched a digital film under the name Dates or Best Rates. conceptualised by ‘Mind Your Language’, The objective of the film is to create awareness amongst customers about the benefits of organized selling and purchasing of cars. It also showcases how CARS24 has made the pre-owned vehicle trading process convenient and hassle-free by taking it online as against the usual tedious processes.
The ad film is set in the Tamil language at a traffic signal. It features a dwarf cyclist with metal scraps in the basket of his cycle. As a prank, with his megaphone, he goes around randomly to car owners stationed at the signal stating they can get fresh dates for metal scraps. He humorously persuades them further by making offers – get 3 kg dates for boot, 1 kg for the door, 2 kg for the top portion, etc. Dramatic breaks and sound effects are used to elevate the scene and capture honest reactions to the prank. Once revealed that it was all just a prank, the final voiceover says – “Beware of such people when selling your old car. Sell your car like a king with CARS24 and get great prices. Get the best prices for your car, only on CARS24”
While expressing her thoughts on the film, Nida Naushad, Head of Brand at CARS24 quoted “At CARS24, we aim to showcase relatable scenarios and experiences of the everyday consumer and this set up of a traffic signal is extremely powerful and resonating. Also, Tamil Nadu is an important market for us and through this light-hearted fun film, we wanted to bring light to how CARS24 is transforming the Indian pre-owned car industry and it is time for everyone to reap the benefits of this transformation.”
“Mind Your Language! helps national brands connect to South India. We identify relevant insights and cultural connections to create brand stories that strike an emotional chord with the South Indian consumer. In Tamil Nadu, there is a popular practice of exchanging scrap metal for dates. Thanks to a few comedy scenes in Tamil cinema, this fading custom has been preserved in the hearts of Tamilians. For CARS24, we gave this age-old custom a modern makeover and made it into a light-hearted and engaging film.” says Deepan Ramachandran, The founder of Mind Your Language.
The ad film has been released on all social media platforms of CARS24 that include LinkedIn, Instagram, Facebook, and YouTube. It attempts to showcase that with CARS24, consumers can get good quality cars as well as the best prices on their used cars.
