CarDekho partnered with Disney+ Hotstar to deliver the right message to the right audience on IPL

CarDekho, India’s leading auto-tech portal, stands for personal mobility, a need that is now greater than ever. The brand could already foresee that car buying was moving from an aspiration to a functional need. They wanted to reach these potential customers at scale. Exponential reach, overlap with the festive season and the potential of digital innovations to make campaigns contextually relevant, made IPL on Disney+ Hotstar a perfect choice for the brand to achieve their marketing objectives. 

Gaurav Mehta, Chief Marketing and Content Officer for the CarDekho Group, explains how the brand went about this, in the fourth episode of ‘Above & Beyond: Lessons in Marketing Leadership’. He says, “The IPL began in September, marking the onset of the festive season in the country. From a timing perspective, the automobile industry grows a lot during these months and it made a lot of sense for us to be present during the IPL. The content strategy we deployed was backed with great strategy using the platform which garners millions of users. Reach was never an issue or a question with the tournament and Disney+ Hotstar, but it was about being contextually relevant.”

He then goes on to explain the strategy in detail. As and when an automobile player’s ad would appear on the Disney+ Hotstar live IPL 2020 stream, CarDekho followed up with a chaser ad of its own. Consumers looking to buy cars were left with the messaging that CarDekho has the best deals and offers. In the second phase, the brand worked on a simple consumer insight: when a person buys a new car, they sell their old one. This was the perfect opportunity to promote its CarDekho Gaadi Store, a portal that helps users sell used cars.

 Lastly, CarDekho followed it up with a segment called SuperSaves. Herein, the segment was crafted to tell viewers how much money they could save by using CarDekho to buy or sell a car.

 Mehta adds, “We reached about 14 million unique users with the campaign; our brand metrics went up in high single digits thanks to the campaign. Disney+ Hotstar was a trusted partner that understood our needs.”

Watch this video to know more about how CarDekho successfully partnered with Disney+ Hotstar during IPL 2020 to reach out to its core audience.