MAM
Cars24 launches bold assurances
Auto-tech giant unveils lifetime warranty and 30-day returns in quirky campaign.
MUMBAI: Shifting gears from empty promises to ironclad policies, Cars24 is revving up the used-car scene with assurances that could make even a sceptical mother-in-law nod in approval. India’s leading auto-tech firm has unveiled a fresh brand campaign spotlighting two industry-first perks, a Lifetime Warranty for enduring peace of mind and a 30-Day Return Policy that lets buyers test-drive their decision without buyer’s remorse, a rarity in the pre-owned wheels world.
Conceptualised by the creative whizzes at Talented and directed with flair by Shivang Monga of First December Films, this marks the duo’s debut collaboration with Cars24. Ditching the usual symbolic fluff and emotional tugs, the ads put tangible guarantees front and centre, transforming trust from a fuzzy feeling to a firm handshake.
At the heart of the films is Cars24’s India CEO Himanshu Ratnoo, who steps into the spotlight to deliver “family promises” think Mother Promise, Mother-in-Law Promise, and Sister Promise, all underscoring the brand’s rock-solid confidence in its revamped systems. These light-hearted spots treat cars like cherished kin, plonking them in cosy living rooms for that soap-opera drama, as Monga quips, “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!”
Cars24 co-founder and CMO Gajendra Jangid explains the backstory: “We have spent the last few years working on one thing more than anything else: the quality of the cars we sell. In this business, you can’t compensate for a weak product. So we became far more disciplined about what we source, how we inspect, and how we prepare every car before it reaches someone’s driveway. A lot of cars don’t make it through our filters. We don’t sell a car that we would not buy for ourselves and that has been a conscious choice.” He adds that these bold moves reflect genuine self-assurance, with Ratnoo’s on-camera role signalling internal seriousness. “This brand film is coming after three years and it feels good to finally share this side of our journey. We are genuinely excited about where the product stands today and proud to put our name behind it.”
Talented creatives Sanket Audhi and Udit Joshi from chime in on the cultural twist, “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.”
Catch the films in all their promise-packed glory on Youtube. In a market often riddled with dodgy deals, this campaign might just steer buyers towards smoother rides.
Brands
Hiili names Sanjay Hemady as country manager India
Media veteran to drive digital decarbonisation push
MUMBAI: Climate tech firm Hiili has announced its entry into India, appointing industry veteran Sanjay Hemady as India country manager to steer its growth in one of the world’s fastest-expanding digital markets.
Hemady, a familiar name across India’s media and consulting circles, will lead Hiili’s India operations from Mumbai. His mandate is clear: help Indian companies measure, manage and reduce the carbon emissions generated by their digital services.
Hiili offers a scientifically validated platform, certified by the UC3M-Santander Big Data Institute, that enables businesses to improve the efficiency of their digital infrastructure while cutting emissions. As organisations race to meet ESG targets, the company positions itself as a practical bridge between climate pledges and measurable action.
“I’m happy to share that I’m starting a new position as country manager, India at Hiili,” Hemady said in a LinkedIn post, adding that the company aims to move beyond broad sustainability promises towards precise, science-based decarbonisation.
Hemady brings more than three decades of experience spanning print, television, radio and digital media. He has previously served as chief executive officer at HIT 95 FM, assistant general manager at CNBC TV18, and held leadership roles at MTV India and The Indian Express, among others. Most recently, he worked as an independent business consultant advising firms across media and technology.
With India’s digital economy expanding at pace, the environmental cost of data, streaming and online services is climbing quietly in the background. Hiili’s bet is that carbon efficiency will soon sit alongside cost efficiency in boardroom conversations.
For Hemady, the move marks a shift from selling airtime and ad inventory to championing climate accountability. If successful, Hiili’s India play could make digital growth not just faster, but cleaner too.
