CarWale Launches First-ever Mass Media Campaign

CarWale Launches First-ever Mass Media Campaign

MUMBAI, September 8, 2014 /PRNewswire/ --



CarWale has launched its first-ever mass media campaign, spearheaded by a television
commercial that makes a strong point with a tinge of humour. It is based on a common
insight that car buyers, especially in India, take everybody's opinion before deciding on
a car. And just about everybody out there is a self-appointed reviewer. This only results
in a lot of inaccurate information which misleads buyers and does not really help them
make an informed decision.



(Logo:
http://photos.prnewswire.com/prnh/20131212/10084726)




The strategy, as articulated by Ogilvy & Mather, the creative agency, was to
inextricably link CarWale to the car-buying process. Consumer research showed that even in
this digital age, car buyers end up having to visit multiple showrooms and seek opinions
from people around them.



The television commercial, which first aired on 29 Aug 2014, highlights the dilemma of
the Indian car buyer in a series of amusing vignettes that dove tail into the brand
message: When buying a car don't ask the whole world, instead ask the experts - CarWale.



Watch the full TV commercial: http://youtu.be/3yRDPdDvql8



Mohit Dubey, Co-founder and CEO of CarWale says, "We are extremely excited about our
first mass media advertising campaign to further build the CarWale brand. At this time
when pre-Diwali car research is at its peak, the response we have received from both
buyers and the industry is humbling."



CarWale also formally announced the appointment of MediaCom and Ogilvy & Mather as
their media and creative partners, respectively.



"We have chosen to partner with MediaCom and Ogilvy & Mather as they both have a very
strong understanding of automotive, technology and dot com brands. So the combination of
the two working together to help build our brand made perfect sense," added Mohit. "With
their combined expertise, we are extremely excited about the possibilities for CarWale's
brand journey."



CarWale [http://www.carwale.com ], India's largest automotive portal, is owned by
Automotive Exchange Private Limited and a part of the Axel Springer
[http://www.axelspringer.de/en/index.html ] group (owners of AUTO BILD
[http://www.autobild.in ], Europe's largest selling automotive magazine). CarWale has been
recognised by IAMAI as the Best Auto Website in India, twice in a row (2011 and 2012),
among several other awards from Red Herring, Business Week and PC World magazine for its
contribution to the Indian automotive industry.



MediaCom [http://www.mediacom.com ], the "The Content + Connections Agency", is one of
the world's leading media communications specialists. MediaCom is responsible for planning
and buying advertising for some of the world's biggest companies, and employs 5,800 people
in 122 offices across 97 countries. Recent awards include the Agency Network of the Year
at the International M&M Awards (2009, 2010, 2011 and 2013), and Network of the Year at
the Festival of Media Awards (2010 and 2012).



Ogilvy & Mather [http://www.ogilvy.com ], founded in 1948 by David Ogilvy, today has
more than 450 offices in 169 cities. Over the years, Ogilvy & Mather has helped build some
of the world's most recognisable brands. Their recent achievements include the Cannes
Lions Network of the Year award 3 years in a row (2012-14), Effie award for Most Effective
Agency Network (2012-13) and their Mumbai office was declared the most effective agency
office globally in the 2012 Effie Effectiveness Index.



Media Contact: Dhruv Chopra, dhruv@carwale.com, +91-22-67398984, CarWale






Photo:
http://photos.prnewswire.com/prnh/20131212/10084726


Photo:http://photos.prnewswire.com/prnh/20131212/10084726
http://photoarchive.ap.org/
CarWale


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Profile: intent