Droomâ€™s latest campaign sheds light on its ecosystem tools
‘Bhari Dupahari, ban gya dreamer.’ Dreams and wheels-two words that have been, over the years, frequently associated with each other, and for valid reasons. We spend hours thinking about our dream cars, sighing over Google images or magazine cut-outs and visualizing ourselves on the steering, feeling like the king of the world. But then reality takes over. Droom’s latest and out of the box campaign, featuring a similar such dreamer called ‘Bittuji’ through a super entertaining music video, reflects the aspirations of many of us through him, and explains how Droom, India’s first and only online marketplace for buying and selling new and used automobiles, can help in making those dreams, true.
The foot-tapping music, featuring super cool animation graphics, explains Droom’s ecosystem tools in a highly engaging way. Since childhood Bittuji dreams of owning a Beemer, and puts in a lot of effort to achieve the same. Until reality, in the form of overpriced, models strikes. This is where Droom enters, and helps him out with its various ecosystem services tools such as OBV, ECO, Droom History and DroomCredit to buy his dream car. With this campaign Droom plans to highlight its various ecosystem services, and make people understand the role of each tool in facilitating the best deal for the user. The campaign performs this job brilliantly, drawing the user to Droom’s stellar ecosystem in an engaging narrative interspersed with dollops of humour.
Commenting on the campaign, Sandeep Aggarwal, Founder and CEO, Droom said, “Droom’s ecosystem services tools have been gathering a massive response from users and we feel it’s time for us to market these services to mass audience and make them aware about these unbeatable ecosystem services tools. Droom’s services have been a revelation in the automobile transaction domain and have enabled thousands of users to own their dream vehicle at a price that brings a big smile on their faces. Bittuji for us is our quintessential user, and like in the campaign, through Droom’s ecosystem services, we want to ensure that every user gets the key to their dream wheels.
The campaign was created by the Delhi branch of Contract Advertising. Elaborating on the vision of the campaign, Mayur Hola, EVP and Executive Creative Director, Contract Delhi, said, “The purpose of this project is to demonstrate the various ecosystem services Droom offers to buyers and sellers of second hand vehicles. We have positioned Droom as an enabler of automobile dreams. It could be a car that you saw in a movie when you were all of 8 years old or your first bike or a second car for your daughter to go to work in… Droom via its services makes all of this a breeze. So Bittuji the dreamer was born for this ‘demo exercise’. We are really proud of the end product which is super entertaining and indeed demonstrates the services of Droom perfectly.
Droom has emerged as a revelation in the way vehicles are bought and sold online. With its scientific algorithms and an innovative approach, Droom has become an online phenomenon that has been appreciated by both buyers and sellers. The campaign video reflects this innovative approach with a new and unique way of representing Droom’s services through super catchy music, great narrative and top-notch animation, a track that will surely resound with the audiences.