The former Indian captain, Mahendra Singh Dhoni has teamed with the used car retailer, Cars24 for an exciting campaign. The advertisement is directed and conceptualized by Ogilvy (North) and MS Dhoni features in it as the brand ambassador of Cars24.
Through this advertisement, Cars24 has showcased its state-of-the-art Mega Refurbishment Lab (MRL) that ensures and enhances the quality of second-hand cars that they sell. With the campaign’s title being, ‘MRL Pass Toh Gaadi First Class’, the car brand has roped in the Captain Cool to captivate the audience and attract buyers. Throughout the advertisement, viewers can witness several visuals of high-quality checks that a used car experiences in MRL and it was narrated by MS Dhoni with a unique rap song. The campaign aimed to build trust in customers about the condition of a used car sold by Cars24.
Sudhir Shukla, the Chief Marketing Officer (India) at Cars24, commented on this advertisement and said, “Through this campaign, we want to reinforce the messaging of our consistent efforts to bring a whole new world of quality cars to even more consumers. At Cars24 we have invested in India’s largest refurbishment facilities, the Mega Refurbishment Labs, which use best-in-class systems, with our warranty and customer-friendly return policies, will ensure an outstanding customer experience. And it was only fitting to use the best of cricket and a known car fanatic -Dhoni- to endorse the best in the pre-owned car industry, as he is definitely one of India’s most celebrated icons of performance, trust and dependability.”
Dhoni also gave his insights on the campaign and said, “Since its early days, Cars24 has envisioned transforming the used-car industry. It has been a pioneer in shaping the industry while enabling customers to make the transition to buy cars online. The company is revolutionizing the category beyond Indian waters and has showcased its merits globally as they continue to expand further. I am delighted to be associated with a company that is here to make a difference with a consumer-centric approach, ensuring they offer the best to their customers.
Piyush Pandey, the Chairman of Global Creative and Executive Chairman, India, Ogilvy, also put forth his comments on the campaign which said, “Cars24 is a pioneer in technology. One look at their new Mega Refurbishment Lab told us that this technology is super cool. And we wanted to show it as just that. So, we partnered with captain cool to show the world what the Cars24 technology is all about.”
Cars24 has done many advertisements with the Chennai Super Kings captain in recent years. The company was recently also appointed as the principal sponsor of the Indian Premier League (IPL) outfit, Sunrisers Hyderabad.