” The reason to buy a car has changed drastically. Earlier, maybe it was still an endeavour product but it’s on its way to becoming a functional product that maintains you in a relied and safe environment.”- Gaurav Mehta, Chief Marketing Officer at GirnarSoft( Cardekho, Gaadi.com, Zigwheels)
Cardekho's recent” The Everyday Hero” video sell expedition is inspired from a real life incident.
This slice of life ad is based on an inducing retired physicians, who is over 60 years old and still wants to serve his doctor's obediences during pandemic.
We talked to Gaurav who told us the story behind conceptualizing and executing the campaign.
Read on to know how they have changed their commerce communication, what impact Covid1 9 had on media spread and more.
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1. How exactly you plan any ad blitz at Cardekho?
Automobiles are a high involvement purchase decision, so before putting some media weight behind an ad, it's more about excusing to people why this commodity is good for them.
Why buying a car or a bicycle is good for them, and it's mostly related to what's going on in “peoples lives” in their immediate environment.
I think that educational relatability or awareness becomes very very important when it comes to high connection purchase decision like a gondola or two-wheeler
Then we try and see what the artistic revelations are, what are societal penetrations that might be inspiring for us to tell the story.
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2. How did you conceptualize the “Everyday Heroes” campaign?
“Everyday Heroes”- After the pandemic obviously people were more open to owning a auto or a two-wheeler because of trust and safety issues.
And we understood that our traffic is at its all meter highest right now with negligible commerce speculations. So we understand that people are looking for this information, but a lot of those customers are new to the internet.
They might not know how to steer and move the proper use of the options that are out there, and which is why I believed to be understood whom we are talking to. And then we also understood that life has changed in the last six-seven months, how you used to buy a automobile.
The reason to buy a car has changed drastically. Earlier, maybe it was still an yearning make but it’s on its way to becoming a functional product that hinders you in a relied and safe environment.
So it's not a luxury anymore, mobility is becoming a necessity, be situations where a two wheeler or a four wheeler. With that in thought, we understood that we can’t continue with, similar ways of marketing that we used to do earlier,
Now this idea came when Rajdeepak Das of Leo Burnett, chronicled his father’s story, who is a retired doctor back in Orissa, and recently he said I'm going to go back and support my services to people who need those, and apparently Raj, was a bit skeptical about it because his dad is over 60.
And his dad said I'm going and he did depart. Dr. Das is actually active now with his doctor's tariffs, but it is up to Raj to actually make sure that he reached the hospital or health clinics in a relied mode, in a safe politenes, which is the genesis of the narrative.
And if you look at the whole ad “Everyday Heroes”, that's pretty much the entire tale of a retired doctor hasten to go back.
We formed a latitude campaign for Bikedekho as well ., Two wheeler ask came back stronger because of urban India getting little affected, government fund is reaching rural India, good monsoon, etc.
So the agricultural economy kicks back faster than the urban economy, much earlier in July, August, and which is why we too launched our first campaign for Bikedekho.
And if you look at it, the storytelling format is a bit different but the revelations are the same, that every day the horror has given way to hope and the facts of the case that we know how to fight it. We need to get on with our life.
But the question was, how to do it in the safest and the most relied behaviour possible.
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3. As you said that it was inspired by a real-life incident. Any other insights you had while planning information campaigns?
So I recall the fundamentals have not changed. We knew that people want to trust it furthermore to transportation. Like the Bikedekho campaign, I was talking about you.
There's a lot of affinity between Bikedekho and Cardekho. People are going to do their work but in their own car or bike.
So if you look at both the campaign's they're having the same insight. The earlier vehicle expedition was also based on the same insight, so insights have not changed, the narrative changed.
Once, when Raj narrated the fib, and which is why insight being the same and narration being different.
This was actually the representation of the reality that we investigated, either in Dr. Das's life or the other professionals and people who have been helping out the country get back on its feet.
We precisely made revelation from that and it's very true, which is why it's so relatable.
A viewer can’t say that it's exaggerated. I think that's due to the fact that you stayed very close to reality. And that's why education campaigns has done so well for us.
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4. So, once you are done with any safarus, how do you launch it? Is there any checklist you follow?
I think before the dialogue goes to production, there is research that happens on the dialogue. What do parties like, what are people understanding, what people do not grasp that we want them to grasp. And this process helps us iron out all the potential flaws of the script.
And that's the first part, exactly what we beings be adapted to, are they liking the humor or the thing that is not relatable.
And all these kinds of lodges are done in what we call the research stage.
A media buying ethos has historically been conducted in accordance with our own patronage sits that we stir in tandem with TAM ratings, RAM ratings and another ratings that any media planner has access to.
But we have our own usage econometric examples to tell us what works for us and what doesn't, and then we endow accordingly.
After merging both the enunciates of truth, we pick up the media.
Then the third piece is the seasonality or the timing of the campaign. We launched education campaigns on 18 September, which is the end of Shraadhs. And that obviously kicks off the whole consumer purchase festive season, heading them to Dhanteras.
So we knew that the timing was also right, so these 2-3 things, get the produce right, going the customer support right, They keep on happening in the background. from the time “were starting to” thinking about the campaign.
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5. Has anything converted when it comes to distribution after the pandemic?
So, in the offline media certain categories vanished up while many was downed drastically.
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Sports went down because there were no live boasts so and so forth. Radio consumption went down because of cars not being on the road. The etch went down because flow was not happening.
A lot of people were prohibiting newspapers. The repercussion of the outdoors went down because people were not on the road.
At the same time, specific genres have picked up a lot like infotainment picked up quite a bit, the whole online OTT space boom because people were destroying that a lot so that boomed a lot.
Social media uptake went to see an all-time high. Gaming as a sphere went out to an all-time high, so from a media placement perspective, picked up a lot. I review these are some of the changes that happened during pandemic.
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6. What admonition would you like to give to marketers on designing, conceptualizing, strategizing ad cinema?
First and foremost thing is, envision from a consumer's perspective, what problem are you solving for that person.
As purveyors, we just think that if we launch a new boast, a brand-new concoction, it's the best thing ever. And we just talk about it.
We spend a lot of marketing money behind it, without truly doing the due diligence, whether it solves a real life problem for buyers, if that difficulty is big enough or not.
So I belief the first thing is to think, what you're building, what you're producing as a service or a commodity, and is it solving a real life problem for your buyer.
It can be big, it can be small. But then it's a real life problem that you're solving. If you start from there, then sell is a pretty easy thing to do.
If you are asking the freedom questions, then commerce expeditions' success probability is always higher.
Marketers too need to be curious, what worked earlier might not work today. And the same is the case with consumer behavior, what worked earlier is not working today.
Like we had a campaign all ready in the month of March. But then, that's not the campaign that we insured in September, because we knew that what we were going to talk about in March is not going to be relevant anymore. That's not the problem we are solving. And then, which is why we went back to the drawing board and then we propelled this campaign which is 180 magnitudes away from the March campaign.
The second thing is I belief, be process driven, talent is subjective. What I like you might hate and vice versa. So it's not like what he or she likes is the best thing ever.
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7. How are you shaping yourself redundant in the whole process, and forming the process the supporter?
As marketers, you're responsible for a great deal of money. And if you're going to be investing through your intestine or bias then a lot of flops are bound to happen,
Your gut or bias will be very very important because the experience is super critical. But that's not the only thing.
Another advice I can give to purveyors, be consumer-oriented rather than designation oriented.
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About Gaurav( in his own statements)
I am the Chief Marketing and Content Officer for Cardekho Group, which includes Bikedekho as well.
I have been working for roughly 18 and a half years. Past twelve and a half times I are currently in digital organizations.
In 2008, I assembled Yahoo, I was there for four and a half times and the period coached me a lot. In 2013 Jan, I connected OLX, I was the Chief Marketing Officer of South Asia, OLX, I was there for four years, and facilitated create and substantiate their entire C2C industry.
And for the past almost four years I have been at Cardekho .. I've been an financier in the past, and “ve had my” own branding and sell consulting firm announced Brand DNA. That is, highway back in the past for three and a half times.
So these are the more illustrious milestones in the past 18 and a half years and I remaining in Gurgaon.
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