Cars24 turned Gurugram’s recurring waterlogging into an unusual marketing activation by placing a branded boat on a flooded road. What started as a joke about the city’s monsoon chaos took an unexpected turn when people began using the boat to navigate the waterlogged stretch.
Prachi Sharma, Head of Brand and Communications at Cars24, shared images of the activation on LinkedIn, revealing that the company spent Rs 50,000 on the idea. The activation quickly gained attention online as the boat became a visual representation of Gurugram’s recurring monsoon problem.
Rs 50,000 Cost Became Part Of The Cars24 Marketing Story
The Rs 50,000 figure mentioned by Sharma initially led to reports that Cars24 had received a Rs 50,000 traffic challan. Gurugram Traffic Police later denied issuing such a challan or impounding the boat.
Cars24 subsequently clarified that Rs 50,000 was the cost of the marketing activation and not a traffic fine. The incident ultimately gave the campaign a second layer of attention, turning a simple branded boat into a wider conversation around Gurugram’s monsoon waterlogging
Cars24 Boat Campaign Turns From Joke Into A Commute
The activation was initially designed as a satirical comment on Gurugram’s waterlogging. However, as the flooding worsened, commuters reportedly began using the boat because rowing offered a quicker way to cross the flooded road.
That changed the tone of the campaign. Instead of remaining a humorous marketing stunt, the boat became a practical response to the conditions on the road, giving Cars24 an unexpected way to highlight the impact of urban waterlogging.
View this post on Instagram
FAQs
- What is Cars24?
Cars24 is an online platform that helps people buy and sell used cars, with services covering vehicle transactions and related processes.
- What was the Cars24 Gurugram waterlogging stunt?
Cars24 placed a branded boat on a waterlogged road in Gurugram as a creative marketing activation around the city’s recurring monsoon flooding.
- Why did Cars24 place a boat on a Gurugram road?
The boat was used as a humorous way to highlight Gurugram’s waterlogging problem and the challenges commuters face during heavy rain.
- Did people actually use the Cars24 boat?
Yes. As the water level increased, commuters reportedly started using the boat to cross the flooded stretch, turning the stunt into an unexpected commute option.
