Droom launches a mega multi-million-dollar campaign
Droom, India’s largest and pioneering online automobile transactional platform, is all set to launch a mega multi-million-dollar pan India communication campaign. With the 360-degree integrated campaign which starts off with three TVCs, Droom is betting big on its ecosystem services tools – Eco for doorstep auto inspection, OBV for fair market value of any used vehicle and Droom History for used vehicle history report, to firmly cement its position as India’s #1 automobile marketplace.
The campaign takes a satirical approach to communicate the message that sellers really have no incentive to tell the truth and often do not. In the setup, while an automobile transaction is happening, the sellers reveals what they have been hiding all along – the true pricing, actual condition and the ownership history. This is where Droom and its ecosystem services tools OBV, ECO and Droom History come in, with the communication establishing the central theme crisply through the punch line, “koi owner aise to nahin batayega, but Droom zaroor batayega” or “no owner will share information like this, but Droom’s tools will”. The 30 second TVCs reflect the quirky and creative humour that brand Droom is known for. Backed by on-point performances with impeccable timing from renowned actors, the TVCs will surely go a long way in creating positive brand identification and retention amongst users.
Commenting on the campaign, Sandeep Aggarwal, Founder and CEO Droom said, “At Droom we have built the entire ecosystem for used automobile buying and selling ground up and with performance based marketing program and data driven approach, we want to now educate India that used vehicle transactions can be fair, transparent and without buyer’s remorse too. Droom and OBV are already household names and with these TVC campaigns Droom History and Eco will also see a massive adoption by consumers. Following the launch of these three TVCs, we are launching extensive ATL, Digital, OOH and print campaign as well.”
Ashish Chakravarty, National Creative Director, Contract Advertising, the creative agency behind the TV ad film said, “When a used vehicle changes hands, the entire transaction is skewed towards the seller. The buyer is forced to trust the seller’s word, and his own instinct. We picked up these simple observations and buyer pain points. This campaign shows how Droom puts buyers in a position of advantage by equipping them with science and data.”
Droom has emerged as India’s 3rd or 4th largest e-commerce company in terms of GMV and registered a phenomenal growth percentage of 350% Y-o-Y, making it #1 in terms of enhancing user base and revenue. Droom has built the entire ecosystem for India so that the transaction for used automobiles can take place with least degree of information asymmetry and morale hazard. So much so, that Droom’s massive base of satisfied customers is expanding rapidly, with everyone eager to have the ‘Droom’ experience.
Droom Eco TVC- https://www.youtube.com/watch?v=68JJV6-6kBk
Droom OBV TVC – https://www.youtube.com/watch?v=RDG5CRakIy4
Droom History TVC – https://www.youtube.com/watch?v=o5NdkbvV3xM