India – Cars24, an auto-tech company, has unveiled a new brand campaign featuring its CEO, Himanshu Ratnoo, to announce two industry-first assurances for used-car buyers: a Lifetime Warranty and a 30-Day Return Policy.
The campaign, conceptualised by Talented and directed by Shivang Monga of First December Films, marks the first creative collaboration between Cars24 and the agency.
In a sector where trust is often conveyed through symbolism and emotional appeals, Cars24’s latest campaign takes a more tangible approach, centering on policies that directly guarantee product quality, rather than relying solely on messaging or imagery.
The films also feature Himanshu Ratnoo stepping in front of the camera, using familiar “family promises”, from a Mother Promise to a Mother-in-Law Promise and a Sister Promise, to emphasise the company’s confidence in the cars it sells. Additionally, the Lifetime Warranty is designed to offer long-term peace of mind to buyers, while the 30-Day Return Policy allows customers to live with their car and change their mind if necessary, a level of flexibility uncommon in the used-car market.
“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,” said Gajendra Jangid, co-Founder & CMO of Cars24.
He added, “The Lifetime Warranty and 30-Day Return Policy are a reflection of that confidence. We are offering them because we trust the quality ourselves. Himanshu stepping into the film felt natural. When the India CEO stands behind something publicly, it reflects how seriously we take it internally. 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.”
Shivang Monga, director at First December Films, also said, “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!”
Moreover, creatives Sanket Audhi and Udit Joshi from Talented added, “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.”
The campaign reflects a broader industry trend of brands using policies and guarantees to build consumer trust, moving beyond traditional marketing narratives.
