Cars24 and MS Dhoni perform an MRL check before their cars checkout

Cars24 has rolled out a campaign titled 'MRL Pass Toh Gaadi First Class’ (if you get an MRL pass, your car is first class) featuring MS Dhoni to zone in on the brand's recently launched Mega Refurbishment Labs (MRLs) in India. 

Conceptualised by Ogilvy, the film highlights the brand’s commitment and leadership to provide quality cars to its customers. The film showcases Dhoni with the MRLs and how they complete various quality checks to provide top-notch cars to their consumers. Dhoni, through a rap song, explains the MRL functionalities with visuals of various inspections done on a car. 

Sudhir Shukla, chief marketing officer (India), Cars24, said, “More than ever, we recognise people in India want to own a car with quality being the biggest driver of purchase. Through this campaign, we want to reinforce the messaging of our consistent efforts to bring a whole new world of quality cars to even more consumers. At Cars24 we have invested in India’s largest refurbishment facilities, the Mega Refurbishment Labs, which use best-in-class systems, processes and technology to deliver quality cars that, together with our warranty and customer-friendly return policies, will ensure an outstanding customer experience. And it was only fitting to use the best of cricket and a known car fanatic - MS Dhoni - to endorse the best in the pre-owned car industry; as he is one of India's most celebrated icons of performance, trust and dependability.” 

Piyush Pandey, chairman of global creative and executive chairman, Ogilvy India, said, “Cars24 is a pioneer in technology. One look at their new Mega Refurbishment Lab told us that this technology is super cool. And we wanted to show it as just that. So, we partnered with captain cool to show the world what the Cars24 technology is all about.” 

Ritu Sharda, chief creative officer- Ogilvy (North), adds, “When we first saw the new Cars24 facility the Mega Refurbishment Labs, we knew that this had to be the centrepiece of our communication. We needed to show the rigour and the know-how that goes behind making each car top-notch. And who better than MS Dhoni to help us tell that story. Considering Cars24’s younger audience base, we presented Mahi in a never-seen-before avatar. All decked up in neon overalls and shades, we gave Mahi a rap song to present Cars24 MRLs. We've presented MRL in all its glory and as a futuristic refurbishment facility synonymous with trust and quality.” 

The film is rolled out on television and across all social media handles of Cars24. 

CREDITS: 

Chief marketing officer (India): Sudhir Shukla 

Head-brand and strategy: Nida Naushad 

Brand manager: Vishesh Arora 

Chief creative officer – Ogilvy North: Ritu Sharda 

Creative director Copy: Seby John 

Creative director art: Chetan Thesiya 

Account management: Pawan Bhatt, Siddhartha Ghose, Poulami Barman 

Director: Prakash Verma 

Producer: Sneha Iype 

Production House: Nirvana Films