Droom launches a mega multi-million-dollar campaign: Highlights its Ecosystem Services Tools to help consumers get the best out of any ‘wheel-deal’

Posted by: at 7/12/2017 03:51:00 am


Starting off the campaign with TV commercials highlighting Droom’s unique ecosystem services tools Droom History, Eco and OBV which have made it the most disruptive online automobile player


New Delhi, July 12, 2017: - Droom, India’s largest and pioneering online automobile transactional platform, is all set to launch a mega multi-million-dollar pan India communication campaign. With the 360-degree integrated campaign which starts off with three TVCs, Droom is betting big on its ecosystem services tools – Eco for doorstep auto inspection, OBV for fair market value of any used vehicle and Droom History for used vehicle history report, to firmly cement its position as India’s #1 automobile marketplace.

The campaign takes a satirical approach to communicate the message that sellers really have no incentive to tell the truth and often do not. In the setup, while an automobile transaction is happening, the sellers reveals what they have been hiding all along – the true pricing, actual condition and the ownership history. This is where Droom and its ecosystem services tools OBV, ECO and Droom History come in, with the communication establishing the central theme crisply through the punch line, “koi owner aise to nahin batayega, but Droom zaroor batayega” or “no owner will share information like this, but Droom’s tools will”. The 30 second TVCs reflect the quirky and creative humour that brand Droom is known for. Backed by on-point performances with impeccable timing from renowned actors, the TVCs will surely go a long way in creating positive brand identification and retention amongst users.

Commenting on the campaign, Sandeep Aggarwal, Founder and CEO Droom said, “At Droom we have built the entire ecosystem for used automobile buying and selling ground up and with performance based marketing program and data driven approach, we want to now educate India that used vehicle transactions can be fair, transparent and without buyer’s remorse too. Droom and OBV are already household names and with these TVC campaigns Droom History and Eco will also see a massive adoption by consumers. Following the launch of these three TVCs, we are launching extensive ATL, Digital, OOH and print campaign as well.”

Ashish Chakravarty, National Creative Director, Contract Advertising, the creative agency behind the TV ad film said, “When a used vehicle changes hands, the entire transaction is skewed towards the seller. The buyer is forced to trust the seller's word, and his own instinct. We picked up these simple observations and buyer pain points. This campaign shows how Droom puts buyers in a position of advantage by equipping them with science and data.”

Droom has emerged as India’s 3rd or 4th largest e-commerce company in terms of GMV and registered a phenomenal growth percentage of 350% Y-o-Y, making it #1 in terms of enhancing user base and revenue. Droom has built the entire ecosystem for India so that the transaction for used automobiles can take place with least degree of information asymmetry and morale hazard. So much so, that Droom’s massive base of satisfied customers is expanding rapidly, with everyone eager to have the ‘Droom’ experience.  

Droom Eco TVC- https://www.youtube.com/watch?v=68JJV6-6kBk



Droom OBV TVC - https://www.youtube.com/watch?v=RDG5CRakIy4



Droom History TVC - https://www.youtube.com/watch?v=o5NdkbvV3xM



Droom launches a mega multi-million-dollar campaign: Highlights its Ecosystem Services Tools to help consumers get the best out of any ‘wheel-deal’

Droom launches a mega multi-million-dollar campaign: Highlights its Ecosystem Services Tools to help consumers get the best out of any ‘wheel-deal’

Droom launches a mega multi-million-dollar campaign: Highlights its Ecosystem Services Tools to help consumers get the best out of any ‘wheel-deal’


About Droom:-


Droom is India’s first and only online marketplace for buying and selling new and used automobiles. At over 65% of the automobile transactions market share online, Droom is the largest auto portal in India. Droom is not only the largest online automobile platform in India but also the 4th largest E-commerce company in India in terms of GMV. The automobile platform is category, seller, price, condition, and geography agnostic.

Droom platform has four marketplace formats i.e. B2C, C2C, C2B and B2B, and three pricing formats - Fixed Price, Best Offer and Auction. The platform offers wide range of categories from bicycle to plane and all automobile services such as warranty, RSA, insurance and auto loan. Droom uses data science to build trust at scale with a US Patent technology called Full Circle Trust Score. Droom has also built the de-facto pricing standard for used vehicles in India – OBV, which has a US patent. Droom has built the entire ecosystem for India so that the transaction for used automobiles can take place with least degree of information asymmetry and morale hazard.

It has built tech and data science heavy tools to create the entire ecosystem around used automobiles, including OBV (pricing engine), Eco (121 points vehicle inspection), History (200 mil vehicle history records), Discovery (dozens of pre-buying tools) and Credit (India’s first and only marketplace for used vehicles loans).

Droom is currently doing $554 Mil+ in annualized GMV growing at the rate of 350% Y/Y, 159K+ auto dealers (largest auto dealer platform in India), presence in 500+ cities across India (largest hyper local marketplace), 24 Mil+ monthly visitors, nearly 5.8 Mil+ app downloads and 5 Mil+ Facebook community.

Droom has the best unit economics as compared to any other E-commerce platform in India. The company spends less than 5% of GMV to run marketing and the entire cost of the company is less than 4% of GMV in terms of the net burn. Droom is the only E-commerce platform which has successfully built the cost advantage and sophistication of the tech platforms with the strong data science layer, nobody else has been able to do it in India.

Droom is founded by Sandeep Aggarwal, who previously founded ShopClues at his house in California in Oct 2010, which became 5th Unicorn in India by January 2016. Droom is a Singapore Holding Company with its subsidiary in India and United States. Droom has so far raised close to $65 million dollars in five rounds of funding. Droom is head quartered in Gurgaon, India with a team size of 270+.


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