MUMBAI: CARS24, an e-commerce platform for pre-owned vehicles has rolled out its latest digital film ‘Dates or Best Rates’ that aims to create awareness for benefits of organised car buying and selling. 

The film, conceptualised by Mind Your Language! humorously showcases how the platform makes the tedious and tiresome process of buying and selling cars convenient and hassle free by taking it online.

Set at a traffic signal, the ad film in Tamil language with English captions features a cyclist with a megaphone driving across cars with a mischievous agenda in mind. As a prank, he persuades the car owners stationed at the signal to sell their cars in exchange for dates. The dramatic breaks and sound effects in the music further elevate the scene capturing honest reactions to the hoax. And the final voice over- ‘With CARS24, you will never have a chance of being pranked’ brings the scene together, delivering the essence of the film.

The ad attempts to drive across the point that at CARS24, consumers not only get the best price but also the best quality capturing the true condition of the car for an enhanced consumer experience. With doorstep delivery of cars, friendly return policies and warranties, the brand aims to provide its customers with an efficient and reliable platform for their used vehicle requirements.

Commenting on the film, CARS24 head of brand Nida Naushad, said, “At CARS24, we aim to showcase relatable scenarios and experiences of the everyday consumer and this set up of a traffic signal is extremely powerful and resonating. Also, Tamil Nadu is an important market for us and through this light-hearted fun film, we wanted to bring light to how CARS24 is transforming the Indian pre-owned car industry and it is time for everyone to reap the benefits of this transformation.”

Mind Your Language! founder Deepan Ramachandran said, “Mind Your Language! helps national brands connect to South India. We identify relevant insights and cultural connections to create brand stories that strike an emotional chord with the South Indian consumer. In Tamil Nadu, there is a popular practice of exchanging scrap metal for dates. Thanks to a few comedy scenes in Tamil cinema, this fading custom has been preserved in the hearts of Tamilians. For CARS24, we gave this age-old custom a modern makeover and made it into a light-hearted and engaging film."

The film has been released on CARS24’s social media platforms including Facebook, YouTube, Instagram and LinkedIn.