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Spinny, the used car platform, launched its first national marketing campaign with the brand promise “Khushiyon Ki Long Drive”. Underlining the brand’s vision of transforming the journey of buying and owning a car into a simple and enjoyable experience, the advertisements feature Sachin Tendulkar and PV Sindhu. Conceptualized by Spring Marketing Capital, the campaign encapsulates the joy of adding a personal car to the journey of life.
In recent years, used car sales have been accelerating, gaining momentum, especially among young Indians in big cities. Thanks to factors such as better value for money and a wider choice of vehicles available in near mint condition on comprehensive digital platforms, used cars are steadily gaining in popularity.
In this two-film campaign, Spinny’s Sachin Tendulkar and PV Sindhu reassure a family about to buy their first car as the family gets advice from neighbors, relatives – pretty much what happens when a family decides to buy their first car.
The film also strategically summarizes Spinny’s comprehensive features that help create a seamless vehicle buying journey, including online research and at-home test drives. The finalized car is then delivered to their doorstep – signifying the start of their “Khushiyon Ki Long Drive”.
Suvid Bajaj, Head of Marketing at Spinny, said, “We are pleased to launch Spinny’s first marketing campaign ‘Khushiyon Ki Long Drive’. It was a memorable experience working with our Brand Ambassadors Sachin Tendulkar and PV Sindhu on this campaign. Sachin is also our strategic investor and he was fully involved in our idea. It was nice to see him interact with the whole crew, especially the kids on set. Its appeal across demographics was nice to see. The idea of our campaign is to strike a chord with young shoppers and their life journeys. Through this campaign, we wanted to highlight the joyful story of millions of buyers, who work hard, save little by little and then invest in a car of their own. With Spinny’s strong focus and positive response to services, a movie starring PV Sindhu will also be released as part of this campaign. Sindhu is deeply involved with Spinny as she started as a customer and now of course captain of Squad Spinny.
Mrinmoy Mukherjee, CEO of SRT Sports Management (organization managing Sachin Tendulkar), said, “It was a wonderful start to the journey between Spinny and Sachin Tendulkar. The Spinny team is committed to building an engaging brand. Throughout this journey, we wish to bring to life several interesting stories of human aspiration. Khushiyon Ki Long Drive is just the beginning”.
Arun Iyer, CCO, Spring Marketing, said: “So far, a focus on unparalleled customer experience has been central to Spinny’s success. Naturally, we wanted the campaign to revolve around the Spinny customer. Buying your first car is one of the most exciting journeys for a family. We attempted to weave a relatable story of a family beginning their ambitious journey with their first car, while informing our viewers why Spinny is the best destination for buying a used car. Having Sachin Tendulkar as the film’s narrator brought a sense of confidence and comfort, and we hope our viewers will love our campaign as much as we do.”
The digital campaign will run through Spinny’s own social and Youtube channels, as well as a strong presence on other digital platforms. It will also air during the upcoming IPL 2022 on Disney+ Hotstar, with Spinny on board as an associate sponsor. In addition to this, the brand is working on a second ad with a similar storyline featuring customer and brand ambassador PV Sindhu.
The announcement :