Droom launches three new entertaining TVCs with Rapper Baba Sehgal
Droom, India’s pioneering online automobile transactional marketplace has rolled out its new TV ad campaigns. The three TVCs conceptualized and created by Contract Advertising highlight Droom’s differentiated brand proposition of quick selling and buying of automobiles. The new TVCs capture the unique services Droom offers, encouraging users to get the best value-for-worth services when it comes to anything on wheels.
The ease of selling an old vehicle from the comfort of your home, making buying of an old vehicle a celebration and the overall services of the brand have been captured in the TVCs. The brand TVC underlines why Droom is the most trusted online automobile marketplace for buyers and sellers. The seller TVC eloquently explains how consumers can easily sell their old vehicle from the comfort of their homes in a flash, mainly without undergoing the hassles of visiting the RTO, dealers and exhaustive paperwork, which is an industry first. The buyer TVC also reiterates the fact that purchasing used vehicles deserves as much celebration as new ones especially when they are bought from Droom because it offers the same experience and jubilance as that of buying a new vehicle.
All the TVCs are backed by on-point performances by rapper-composer Baba Sehgal. The King of Rap has given an interesting take to all the TVCs with his signature steps and lyrical improvisation that is sure to go a long way in creating a positive brand identification and retention amongst users.
Speaking on the launch of new TV ad campaign, Sandeep Aggarwal, Founder, and CEO, Droom said, “Droom’s 21st century technology tools and services have been gathering a massive response from buyers and sellers throughout the country. Earlier we had released two TVCs which highlighted the joys of owning a verified, pre-owned vehicle. The roll out of our new TVCs, especially during India’s most-watched reality show, Bigg Boss, will help us to reach out to a diverse audience and demographics and enhance the brand recall tremendously.”
He further added, “In fact, Baba Sehgal’s catchy lines in all the TVCs are sure to find a special place in the hearts of many and help users connect to the brand better. With the launch of three quirky and entertaining TVCs, we aim to establish top-of-the-mind recall for Droom as the most trusted and customer-centric online marketplace for buying and selling of automobiles and other auto-related services. We are confident that these TVCs will help reinstate Droom’s superior services in the minds of people and further make the process of online automobile transactions a breeze.”
Right from its inception to its first campaign and in every piece of communication till date, Droom has injected process, clarity and pride in the used vehicle market. With this campaign the intent is to appeal to a larger audience and build mass awareness for brand Droom. And Baba Sehgal has been roped in along with his inimitable rap and foot tapping music to help the brand stand out and break clutter while also entertaining across age groups. Those who remember Baba should greatly enjoy his renaissance. And those who are unaware of him are initiated into Baba-ness.
Mayur Hola (ECD, EVP Contract Delhi) adds that Baba Sehgal was an inspired choice that struck the team while jamming together. And once we had him, there was no looking back. Baba is the bard of street smart bakwaas. We went nuts on this one and there are no ‘edits’. Right down to the 6 seconders, it’s all original content and a lot of it.
Mayur adds that Baba’s insanely funny logic is just what this campaign and Droom needs today. How beautifully this extends across media can be gauged by the Babamoji. The potential here is limitless and we can’t wait to exploit it across platforms. This one is destined to be a hit!
The campaign will have legs across media and will continue to inform the market about the 21st century, scientific offering Droom has for both buyers and sellers of used vehicles and the various services it offers.
It's catchy, its young, its Droom. Bindas Ghoom.
The campaign will be live across 60+ channels on TV, besides digital, outdoor, print, radio, and social media, that will be aired till December end. Droom’s features have won over the hearts of buyers and sellers in various regions throughout the country. These TVCs will help Droom to firmly re-establish its position as the #1 online automobile transactional portal for all automotive needs in the country.
Production House: Contract Advertising
Director: Prashant Issar
Producers: Tubelight Films