Donâ€™t be a â€˜bakraâ€™ says Droomâ€™s new TVC for Orange Book Value!
Buying or selling a pre-owned vehicle can be a big hassle, especially when it comes to the pricing. But what if consumers could get a fair price of a vehicle within 10 seconds, right at their fingertips? This unique proposition offered by Orange Book Value (OBV), Droom’s proprietary algorithmic pricing engine, is what the recently-launched TVC campaign highlights. With three quirky animated videos, the latest TVCs from Droom underline why OBV is the perfect tool that empowers consumers and helps them in ascertaining the fair market value of any used vehicle within seconds. The importance of OBV as a benchmark price when buying or selling used vehicles is driven home with the brand’s sharp tagline, ‘Resale ka MRP’. This ease of usage and trust factor has driven great user traction, and has seen nearly 90 million pricing queries generated through OBV’s web and mobile platforms till date.
Speaking on the launch, Sandeep Aggarwal, Founder & CEO, Droom, said, “With no definitive pricing standards for pre-owned vehicles, buying and selling a used automobile in India was quite a big hassle earlier, however, with OBV’s data science-driven approach, we have created pricing benchmark for used vehicle across various categories and tens of thousands of make/models. These ads highlight how OBV empowers consumers when making used vehicle transactions. By generating the fair market value of any used vehicle within 10 seconds, OBV ensures that no one can make a fool, or 'bakra', out of consumers, and helps in ending the debate on ‘used gaadi’ rates!”
The three videos feature an animated lion which explains to viewers how OBV works, what its value proposition is, and why users should choose OBV to get an unbiased, independent and data-driven price for pre-owned vehicles. With the videos, already having received a great viewer reception online, the TVC campaign will allow Droom to reach out to even more consumers and educate them on the benefits of OBV. The company is spending INR 25 crores on the marketing to reach users.
Team Contract Advertising said, “Buying or selling a used car is usually accompanied by a feeling of inadequacy as neither party is sure that they have got the best deal. It’s easy for the lesser informed party to get short-changed – or as the saying goes, made a ‘bakra’. OBV makes valuation of used cars so simple, quick and objective that a deal can be reached within seconds. So, nobody can make a ‘bakra’ out of you. That’s the simple idea behind this campaign.”
Using OBV to determine the value of a vehicle is very simple. All users have to do is select their purpose (buying/selling), select vehicle category, and parameters (make, model, year, condition, trim, and km driven etc) in order to get an independent, unbiased and data-driven report on the fair value of any vehicle.
The OBV films are available online here: