MUMBAI: The youth of today enjoy the flexibility that comes when they don’t commit to one choice and play between multiple options. They 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. The traditional ownership of a car often comes with a certain degree of permanence, which is inherently at odds with this mindset, which seeks to own a car without actually buying it.
OPEN, a new car subscription service launched by Revv Cars taps into this insight in the latest campaign conceptualised by GREY group India, which brings to life the campaign thought of “ Keep it OPEN” on the back of a multi-film digital campaign.
Revv Cars spokesperson said, “Automobile is one of the most critical lifestyle choices today. Consumers should be able to shift cars as per their dynamically changing life styles and life stages! But the financial burden, buying hassles, demands of maintenance and last but not the least, and 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 payments, zero road tax and zero maintenance.”
GREY Group senior vice president Suvikrant Maira added, “In today’s ever-changing world, consumers are always looking for options that don’t tie them down. And, with Revv, the hassles that come with owning a car is not one of them. With Revv they 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.”
GREY Group executive creative director Varun Goswami said, “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."
