Start-up FIXCRAFT releases new campaign - ‘Gaadi chaka chak'

Gurgaon based startup - FIXCRAFT, aims to disrupt the car repair and after-sales service market in India by offering consumers and insurance companies a choice of tech-enabled, easy one-stop car repair and service options between authorized workshops and neighborhood garages. FIXCRAFT operates in NCR and Bengaluru and plans to expand to 10 metros in the next 6 months. Fixcraft is now releasing their maiden branding campaign 'Gaadi chaka chak' to woo consumers away from the limited choices that they have had in the past for car repair and service. 

 

 

India is the 3rd largest auto market in the world; however, the repair & service part of after-sales experience is largely controlled by authorized service centers in the organized sector. The unorganized sector with neighborhood garages plays a huge part in this market as well; however, it comes with the issues that causes doubts in a car owner's mind around the trust and service quality. Fixcraft has entered the market to address this gap. With their business model, they aim to make service quality as their differentiator in a market, which has lived with very limited options in the past.

The brand has released a new film in this campaign which emphasize the importance of having a ‘chaka chak’ car; mixed with subtle humor the films address the subliminal need that we all have to make our cars look ‘chaka chak’ all the time. The campaign will make use of a multi-channel approach, which will ensure the reach of the campaign to the most relevant TG using digital SM channels and social influencers. The aim of the campaign would largely be to drive customers to experience Fixcraft’s easy, tech enabled services.The campaign will also focus a lot on actual customer stories which should build authenticity for the brand.      

Commenting about the film, Vivek Sharma, Founder and CEO of FIXCRAFT said“Fixcraft has a huge opportunity to create a new car repair & service segment between authorized workshops and neighborhood garages. We assure quality and reliable repair service through company owned workshops using genuine spares parts in company owned workshops, unlike aggregators that just connect consumers with local garages"

Vivek Sharma, Marketing Advisor to Fixcraft added "People see cars as a reflection of their personalities and social status and want to always keep them in the best condition. However, they are not always able to do so in the absence of reliable quality repair & service option that is not too heavy on their pockets. Now, they have Fixcraft as a reliable and trustworthy partner in their quest for 'chaka chak' cars. The campaign introduces the brand Fixcraft to people with a subtle sense of humor depicting the role cars play in their lives"

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