Ogilvy & Mather Bangalore rolls out four digital ad films promoting the ease of using CarWale

AutoWallah 3_LOW.jpgKidnapper 2_LOW.jpgClose on the heels of its first ever mass media campaign, automobile sales website carwale.com decided to completely do away with an irritating process of other automobile portals - that of filling up a form just to know the actual price of a car.

In a path-breaking move, India's largest auto portal became India's first and only auto portal to offer on-road price of a car without asking for the user's name, mobile number or email address.

CarWale decided to make its industry-first move known with an online campaign. A series of online videos shot in a humorous vein, true to the tone of the first film. The situations range from real-life scenarios of an autowala, a paanwala and a sabziwala, to a reel-life set up of a kidnapper and the victim's father, where an everyday question is responded with a ridiculous array of irrelevant and intrusive questions.
The message at the end of the videos says, "Shukar hai, jab aapko car ki sahi on-road price janni ho, CarWale aapse fizool ke sawaal nahin kartey." (Thankfully, when you wish to know the accurate on-road price of a car, CarWale won't ask you unnecessary questions.)

VIEW THE AUTOWALA FILM
VIEW THE PANNWALA FILM
VIEW THE KIDNAPPER FILM
VIEW THE SABZIWALA FILM

Steven Hough, Executive Creative Director, Ogilvy Bangalore: "These days we're always being asked for passwords, pin numbers and other security references. We're asked for these things so often, it drives us mad! Our campaign takes this insight to create a series of humorous commercials to make our point about the ease of use on the CarWale site."

SabjiWallah 2_LOW.jpgMohit Dubey, CEO and Co-founder, Carwale said: "There is no value in forcing consumers to compromise their privacy just to monetise it. That's short term thinking, and for us, as market leaders, the overall consumer experience and their faith in us is paramount. We believe that the rest of the industry should adapt to it as well, in the larger interest of building valuable automotive digital media."

Enthusiastic about the change, Dhruv Chopra, Chief Marketing Officer, Carwale said: "Isn't it strange how consumers have no choice but to fill up lengthy web forms and provide personal information just to see the price of a car? What would happen if such intrusive and sometimes highly irrelevant questions were asked in other real-life situations? That's exactly what we have tried to explore with our new campaign. At CarWale, we promise you - No Sawaal, Only Jawaab."

Now car buyers who are researching on CarWale are provided an up-front toll free phone number which they can call to connect with CarWale's Car Experts if they have any queries. They also have the facility of calling a dealer directly or optionally leaving behind their contact information if they wish to be contacted by a dealer.

CREDITS
Client: CarWale
Agency: Ogilvy Bangalore
Executive Creative Director: Steven Hough
Senior Creative Director: Sairam Vijayan
Associate Creative Director: Gayatri Mahadevan
Associate Creative Director: Siddharth Ramnath
Senior Vice President (Head of planning): Arthur Mitchell
Senior Vice President: Kiran Ramamurthy
Vice President: Deepanker Mukherji
Group Account Manager: Sreshta Anantharam
Senior Account Executive: Nishat Farhat
Production House: BWP Totem
Director: Venky Iyer
Producer: Janani Ravichandran

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