Keep it OPEN, Revv campaign tells potential car owners to promote new car subscription service

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Revv, the Car Subscription provider with an aim to re-imagine mobility solutions for users’ needs — and which was founded in July 2015 by ex-McKinsey executives and has more than 3,00,000 users so far – has come out with a new digital video campaign promoting its car subscription service. The campaign targets young millennial professionals while, of course, keeping front and centre their paramount need for flexibility and not being tied down.

Three films constitute this campaign, which taps into the insight that the youth of today enjoy the flexibility that comes when they don’t commit to one choice, and like to play  the field and not tie themselves down to choices that have an element of permanence in them. This has led to the growth of the renting and sharing economy, and the launch of services and products across the spectrum and is representative of this emerging narrative.  Traditional ownership of a car often comes with a certain degree of permanence, which is inherently at odds with this mindset that seeks to own a car without actually buying it.

Keep it OPEN is conceptualized by GREY group India and is a multi-film digital campaign.

It’s a good, simple narrative. Some things you obviously cannot keep open, but thank God having to permanently buy a car just to enjoy the ‘owning’ of one isn’t one of them, thanks to Revv, the campaign says. Yes, the films, watched together, in continuation (as you would have on this report) will take away the slight surprise element, but when viewed for the first time by potential customers on a different digital platform, each little film will accomplish the element of the kind of storytelling surprise that’s important for an ad film to score. Nice.

“Automobile is an important lifestyle choice, and consumers should be able to shift cars per their changing lifestyles and stages. But the financial burden, buying hassles, demands of maintenance and last but not the least the geographic uncertainties of professions, can at times hold people back from buying a car. With OPEN, we wanted to introduce the new way of owning a car without the usual hassles associated with traditional way of car ownership. OPEN enables flexibility of ownership with ZERO down payment, ZERO road tax and ZERO Maintenance,” said a nameless spokesperson from Revv Cars.

(As an aside here, wonders why there are nameless spokespersons. Should there be nameless spokespersons at all? Why is a company squeamish about sharing a spokesperson’s name and designation? If a CMO has quit, get the CEO to be quoted. But give a name, and don’t keep it, like the campaign itself, OPEN)

Suvikrant Maira, Sr. Vice President, GREY Group said, “With Revv 9consumers) retain their freedom along with the convenience of having their own set of wheels, for as long as they deem comfortable. With the OPEN option they have an added advantage of a brand new car at there disposal every 12 months. And, with the new comms that we have put out on Open, the idea highlights the ease and convenience the consumer gets by choosing our product.”

And Varun Goswami, Executive Creative Director, GREY Group, says, “The phrase ‘settle down’ is unsettling for this generation. They don’t want to settle down. Nor do they want to be bound to a place, a city or even a thing. In a world that is constantly conspiring to get them to take the biggest decisions of their lives and ‘settle down’, REVV allows them to keep one such decision ‘Open’. Purchasing a car is seen as one of the symbols of settling down. And while you can’t keep every important decision open, this is one you surely can, averred

  • Agency – GREY Group, Gurugram
  • Client – Revv Cars
  • Marketing head  – Amit Kalia
  • Creative – Varun Goswami , Zishan Mohammed, Gurdev Singh, Srishti Chaudhury, Prateek Varma
  • Account Management –Suvikrant Maira, Manvi Malhotra, Rahul Pahwa
  • Agency Production – Jignya Shegde
  • Director – Vinay Jaiswal
  • Production – Imaginary Friends
  • PR – Sonal Mehta (Morning Owl PR)

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