Cars24 has rolled out a campaign, ‘Vikram ka Vaada’.

Conceptualised by Talented in collaboration with Bang Bang Mediacorp, the campaign comprises two films.  

In a playful modern-day spin on the iconic Vikram-Betaal folklore, the campaign brings the legendary duo into the world of buying and selling cars. Cars24 CEO Vikram Chopra steps into the role of King Vikram, while Betaal returns with a series of tricky questions - this time, around the questions and concerns that car buyers and sellers may have about Cars24’s policies. Both the films use the familiar dynamic of Betaal asking questions, and Vikram having to answer them.

What we think about it: The ad is a fun and unexpected take in the car-buying category. Unlike most segment ads that use relatable, everyday situations to communicate the product or offer, this one leans more heavily on its quirky storytelling device, using the familiar Vikram-Betaal dynamic to put Cars24’s message and policies forward in an entertaining way.

Vikram Chopra, CEO, Cars24 said, “Companies often become too grown-up too quickly. They begin to protect their image, their language and their leaders until every piece of work starts looking like it was approved by a committee. I did not want that for us. This was a sharp, strange, deeply Indian idea with a real truth at its heart, and saying yes was easy. We should make more things that make people pause, smile and think: only they could have done that.”

Madhur Budhiraja, creative, Talented, said, “The thing about simple ideas: you often land on them through an insight, and as you develop them, they slowly reveal even more beautiful layers. This one started with something as simple as: why not make Cars24 CEO, Vikram, play the wise King Vikram? Only to realise that Betaal doubled as a perfect representation of consumers - questioning, curious, and looking for answers when a new offering enters the market. And then came another realisation: we’d never really seen a CEO play a character before.”

Ryan Mendonca, director, Bang Bang Mediacorp, said, “Vikram and Betaal were some of the simpler interests of a 90s child like myself. Each story had a moral point, which I would soon forget, but the characters and aesthetics have stayed with me. Thankfully, this came in handy at a much riper age. We created two worlds. The kitschy jungle, complete with bad costuming and worse lighting, was the highlight for us. In this jungle, real-world physics were optional and crazy was the order of the day. These films were a trip for the whole crew. We’re grateful for the opportunity to put this out into the universe.”