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Actor Sayaji Shinde becomes the Brand Ambassador of AUTO i CARE


AUTO i CARE launches a new campaign ‘Gaadi Bandh, No Fikar!’ featuring veteran actor Sayaji Shinde. The campaign showcases the mobile app of the leading player in providing 24×7 emergency roadside assistance, AUTO i CARE, that provides assistance to stranded vehicles anywhere, anytime by finding a car mechanic in 20mins. AUTO I CARE aims to augment its position in the on-road assistance services market nationally with Sayaji Shinde on board. The owner of a car would agree with the physical and mental trauma faced by them when a vehicle breaks down. With a brand ambassador stepping in as the face of the brand, the app becomes the first mover in the sector.

The app provides consistent performance when it comes to helping stranded vehicles since inception, and here the idea of the communication is to draw a parallel between a helpful Bhai, called ‘Apna Bhai’, who is ready to help you anytime.

AUTO i CARE is exemplifying the same dynamism and energy as the actor has in his cinema appearances as well as a social activist for environmental issues with his raw, natural aura. The actor has worked in mainstream and regional cinema as well. Since actors like him have a rustic, indie appeal, they have carved a niche for themselves in the endorsement business.

Speaking about the consumer insights that led to this campaign, Sagar Joshi, Founder AUTO i CARE shared, “The fear of being stranded in the middle of nowhere after a vehicle breakdown is a worst experience for car and bike owners. With a massive footprint in the cities as well as national highways, AUTO i CARE, becomes India’s largest network of technology enabled road-assistance service affiliated with 55000+ local garages and mechanics which cover 2,28,000kms on 238 highways and reaching out to nearly 1100 cities and towns in India. AUTO i CARE has 2 affiliated garages every 10kms putting them in the right position to help travelers at short notice. We have thus managed to bring this unorganized sector under one umbrella with the app of AUTO i CARE for an all-in-one car service experience in your mobile”. He also urged travelers to download the AUTO i CARE app and stated that one could now travel at ease, without worrying as the app will be it’s dependable companion on road trips. “The app has been a savior to essential services like ambulances, doctors, police department and more, during COVID 19 pandemic last year. However, the pandemic is here to stay and we are on our toes to serve the society.” added Sagar.

Along with real-time tracking of the inbound support vehicle, automated SMS status updates and other major repairs, the app users can avail services like tyre replacement, jump-start, low fuel, unlocking the vehicle and tow driver contact information. There are few new features added and updated in the app, and that includes the nearest pay-and-park facility, information about the nearest petrol pump and nearest charging station for electric vehicles.

“This is for the first time ever that a road side assistance app has signed a brand ambassador. Sayaji Shinde was our first choice to be the face of the campaign as he is an absolute fit for the representation of our brand’s vision, identity & values. His association will definitely help us reach out to a wider audience and we hope to reach 10lac downloads in this financial year”, Sagar Joshi further shared.

The bootstrapped app is in process of starting 100 service centres that will cater to any brand of vehicle by the end of next fiscal and after attracting pre-series A funding has also integrated technological innovations like AI-enabled upgrades. The mobile app is popular in states like West Bengal, Maharashtra, Tamil Nadu, Delhi, Rajasthan, Punjab, Gujarat, Uttar Pradesh and Madhya Pradesh.

Sayaji Shinde shared, “I have always wanted my advertisements to reflect social awareness along with product information. What drew me towards AUTO i CARE is its sheer passion shown towards roadside assistance services, which is highly commendable. The campaign ‘Apna Bhai’, revolving around me is designed to reinstate the core messaging of ‘Gaadi Bandh, No Fikar AUTO i CARE Hai Na’ – that stands for instant assistance and consistent performance regardless of the circumstances”

The campaign is conceptualized by Empire Media.  “The idea behind opting to cast Sayaji Shinde was his raw, natural charisma which he brings to his characters, and the same was expected from Apna Bhai. The ‘Bhai’ here is extremely helpful for car breakdowns through the user-friendly app AUTO i CARE”, shared Ashish Shinde, Founder, Empire Media.

To provide travellers with assistance within 20mins, AUTO i CARE is bringing the unregimented and unorganized Road Side Assistance market under one umbrella. This campaign has been conceptualized in 2015. With the planned car servicing as well as car breakdowns, the app helps the customers at any time.

Catch the campaign here.


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