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Policy · Commerce & Consumer Brands

Cars24 faces backlash over Ganesh Chaturthi advertising campaign

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Cars24 logo
Date
Company
Cars24
What it does
Used car trading platform
Kind
Policy
Based in
Gurgaon
Founded
2015
Sector
Commerce & Consumer Brands

What they do

Cars24 operates an online marketplace for buying and selling used cars, offering financing, inspection, and vehicle management services

What happened

The company launched an experiential outdoor marketing campaign titled Bappa Ki Savari featuring a branded car and deity display in Mumbai

Why it matters

Hindu organisations raised strong objections against the promotional campaign, demanding an immediate withdrawal and an unconditional public apology from…

The details

  • Cars24 launched an experiential outdoor marketing campaign titled Bappa Ki Savari during the Ganesh Chaturthi festival in Mumbai.
  • The promotional activation featured a branded vehicle display created in collaboration with Khetwadicha Raja.
  • The installation placed a representation of a revered deity behind the steering wheel to connect the mobility brand with the festive occasion.
  • The physical installation drew massive crowds, with thousands of visitors interacting with the display on the opening day alone.
  • The Hindu Janajagruti Samiti raised strong objections against the promotional campaign, stating it commercialised a religious figure.
  • The activist organisation demanded that Cars24 immediately take down the advertisement and issue an unconditional public apology.

The bigger picture

  • Festive outdoor activations often generate intense public visibility but carry reputational risks when intersecting with religious symbols.
  • Consumer brands frequently leverage major cultural festivals in India to drive local engagement and brand recall.

About the business

  • Cars24 operates an online platform for buying and selling pre-owned cars, trucks, and two-wheelers.
  • The platform provides vehicle financing solutions including used car loans and loans against vehicles.
  • Additional digital services include traffic challan [fine for traffic violations] payments, vehicle history checks, and insurance renewals.
  • The company operates its corporate headquarters in Gurgaon, Haryana, and runs operations internationally in regions such as the UAE and Australia.
  • Revenue is generated through transaction fees on vehicle sales, inspection reports, and financial services partnerships.

Founders

  • Vikram Chopra, Founder
  • Gajendra Jangid, Founder
  • Mehul Agrawal, Founder
  • Ruchit Agarwal, Founder

About Cars24

Product
An online platform for used-car buying, selling, and related lending services.
Customers
Consumers and dealers transacting in used cars.
How it makes money
It earns from vehicle sales, marketplace transactions, and financing-related services.
What sets it apart
Uses AI to improve operating efficiency and support growth.
Operations
Operates across multiple countries and runs auction and retail businesses in India.

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