How CarDekho Group has changed its marketing strategy during the second wave of COVID-19

In our newest interview collection, we communicate to a couple CMOs to know how they’re serving to out their organisations discover the proper methods to attach with shoppers.
Gaurav Mehta, Chief Marketing Officer, CarDekho Group tells us how the group’s concentrate on marketing and promoting has changed after the pandemic.
In this final one 12 months, the pandemic has thrown many curveballs our method. As we stepped into 2021, shoppers and types have been hopeful about their lives returning again to normalcy. There was hope and enthusiasm for a greater tomorrow. However, in March 2021, we have been again to sq. one and the scenario aggravated on daily basis. These adjustments have impacted our psychological well being and nobody is aware of after we will return to residing a ‘regular life.’
As a outcome, manufacturers and Chief Marketing Officers have changed their marketing methods to be there for his or her shoppers and keep related. The focus now’s on launching empathetic, compassionate and changing-making campaigns.
Gaurav Mehta, Chief Marketing Officer, CarDekho Group has additionally discovered his function altering recently however he felt a bit extra ready this 12 months to face the sudden ups and downs.
Recalling how final 12 months’s lockdown affected him and his firm, Mehta mentioned, “It’s a narrative of two phases. April-Sep 2020 was extra intensive and entailed longer hours as the challenges have been new, complicated and WFH was a brand new phenomenon. The 2nd part (final 6 months) has seen extra centered deployment of time, shorter conferences which might be agenda-led. Preparation can also be higher with a psychological toolkit for problem-solving that took extra time during the 1st lockdown.”
So when the circumstances began rising once more, Mehta knew it was time to take a step again, recalibrate the scenario and be there for its shoppers by shifting its marketing gears. So, CarDekho launched a marketing campaign in April that aimed to create a secure driving surroundings for senior residents as they exit to get their vaccines.

Telling us how the model is utilizing its promoting instruments to assist out India in occasions of want, Mehta mentioned, “By standing for private mobility, we attempt to handle points that hamper ‘private mobility’ for individuals. We noticed that the aged needed to drive themselves during the pandemic interval and to make their driving expertise higher on the roads, we got here up with ‘E for aged’ initiative, which has been embraced broadly. We have additionally digitized a quantity of bodily touchpoints (Car inspection from residence) to guarantee that our customers don’t need to enterprise out of their houses.”
Inside the organisation, Mehta and workforce have began welfare initiatives for its 5600+ staff. In the unlucky occasion that an worker succumbs to Covid-19, the deceased worker’s household can be entitled to 4X CTC cost. Employees can apply for Caregiver Leaves for 10 days at a stretch to assist take higher care of family members.
“It’s a mixture of private fairness, proper insurance policies, and open communication. The former (private fairness) is to resolve distinctive points, insurance policies evolution is to guarantee that we’re an agile group making an attempt to do the proper factor for our colleagues and open communication is to guarantee that all of us perceive the scenario in totality and collaborate to navigate and ship enterprise targets,” mentioned Mehta.
On an operational stage, traces between on-line and offline buying have been in the course of of blurring for some time. This pandemic has lent the last push that utterly erases the line now. According to Mehta, nearly 90% of all new automotive consumers in the nation use a digital platform for his or her search now and most of this person base comes from CarDekho.
Now, CarDekho is engaged on offering self-serve digital options for its clients.
Talking about the firm’s focus areas, Mehta shared, “We have a novel alternative to create one of the largest full-stack auto-tech ecosystems in the world. With this goal in thoughts, extra collaboration with product groups to make self-serve digital options is the order of the day. Externally talking, working with stakeholders from the BFSI sector to create distinctive merchandise to speed up private mobility can be one other evolution.”

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