Cars24, India’s auto-tech company, has launched a brand campaign announcing two industry-first assurances for used-car buyers – Lifetime Warranty and 30-Day Return Policy.
Conceptualised by Talented and directed by Shivang Monga and First December Films, the campaign marks the first creative collaboration between Cars24 and the creative agency.
In a category where trust has traditionally been communicated through symbolism and emotional reassurance, Cars24’s latest drives a different approach. Shifting trust from belief to policy. Instead of relying on lofty claims, the brand puts tangible assurances at the centre of the narrative, built to deliver confidence for customers well beyond the advertising.
The campaign features Cars24’s CEO India Himanshu Ratnoo stepping in front of the camera, standing behind the brand’s strongest product promises yet. Through a series of films, Himanshu invokes familiar “family promises”, from a Mother Promise to a Mother-in-Law Promise and a Sister Promise, to underline just how confident the company is in the systems backing its product.
Shivang Monga, Director, First December Films said, “Cars have always been a soft spot for Indian households – a source of pride and treated like a member of the family. So placing cars inside living rooms felt like the right way to get the wheels turning. The CEO himself taking these ‘family promises’ just made the situations more dramatic and relatable, like a soap opera with cars!”
Sanket Audhi & Udit Joshi, Creatives at Talented said, “Buying a car in India is rarely just a transaction. It’s surrounded by opinions, advice and, most importantly, promises. Everyone has one: family members, friends, neighbours, even people who’ve never owned a car. While trust in this category has traditionally been communicated emotionally, the real shift needed to happen at a product level. With the Lifetime Warranty and 30-Day Return Policy, Cars24 is backing confidence with something tangible.”
