A campaign to promote ZAP Subscribe was launched in the form of TVC, print, outdoor, and digital media across India. The Self-drive mobility leader allocated $20 million to its marketing efforts.
Bengaluru, Dec 20, 2018: Zoomcar, India’s first and largest self-drive mobility platform has rolled out its new TVC ad campaign. The TVC is conceptualized and created by Ogilvy India highlighting Zoomcar’s car subscription model ZAP. The new TVC captures the unique concept of “Buying a car in out, ZAP Subscribing is in” and encourage buyers to get the best value-for-worth when it comes to anything on wheels.
The TVC went live a week ago and will run across 75+ channels on TV, besides digital (OTT platforms like Hotstar and Voot), outdoor, print, radio and other platforms. In a period of 7 days itself, Zoomcar has seen a drastic uplift in website traffic by 40 times and the queries for subscription have almost 10 times. The TVC caters to the new age audience which believes in rent-not-buy-psyche and hence the core positioning of the campaign is based on the fact that you can now own a car without buying it. There’s an increasing trend on various kinds of subscriptions from films, music, furniture across the country with a larger consumer base shifting from complete ownership to access to hassle-free ownership. The film was shot and readied in less than 7 days with shoot location in Aru Valley, Pahalgham in Kashmir as the script demanded a cinematic location. The TVC can be viewed here: https://www.youtube.com/watch?v=Jl6YAzjwLow
Speaking on the same, Varun Jha, Sr. Vice President & Head-Marketing at Zoomcar, “This is our first ever big bang ATL campaign since we launched in 2013. Therefore the focus as was to work with the best in class creative and media partners in order to produce world class content. We roped in Ogilvy as our creative partner and prepared the entire campaign in under 3 weeks. The same rigor was shown by Motivator (GroupM) while deploying media. With the shift towards long term rentals and not buying cars anymore, it’s an apt time to launch ZAP Subscribe. That being said, building a new category is long drawn process and needs constant hammering across consumer touch points. Zoomcar is committed to the Indian market when it comes to mobility solutions and wants to dominate the hockey stick growth curve that will happen in car subscription services over next few years.”
Commenting on making the film, Amitabh Agnihotri, the Group Creative Director at Ogilvy said “Car subscription is a fairly new concept to most Indians. It needed to be conveyed through a simple creative idea. Proposal with a twist is such an idea. And the idea and the script allowed us to make it in an epic style. Like a scene out of a film. All these things put together make it a memorable film that you want to watch again and again.”
The integrated campaign has been conceptualized by Amitabh Agnihotri, the Group creative Director at Ogilvy India. He also penned the lyrics for the brand anthem which is on air on across radio stations in 15 cities. The TV ad been directed by Abhinav Pratiman of Early Man Films.