Campaign uses sarcasm and street-level messaging to nudge viewers toward gifting dads an upgrade.
This Father’s Day, CARS24 has rolled out a clever and unconventional campaign, flipping the script on emotional advertising with a dose of sarcasm. In high-footfall zones across Delhi and Bengaluru, the brand cordoned off parking spots with signs that read: “Reserved. For the car you should have gifted your dad.”
The initiative draws attention to an everyday truth-many fathers continue to drive outdated, aging cars without complaint, while the rest of the family upgrades at will. The stark messaging challenges passersby to consider: When was the last time we upgraded something for dad?
“We didn’t want to push car sales with this,” said Gajendra Jangid, co-founder and CMO of CARS24. “This was about sparking a thought. Everyone’s upgrading their lives-meanwhile, dad’s still reverse parking without sensors.”
The brand intentionally chose a minimalist, physical activation over conventional digital storytelling. By simply leaving a parking space empty-yet reserved-it allowed the message to land with impact, without the need for emotional music or dramatic storytelling.
The campaign cleverly avoids sentimentality and instead uses humour and guilt in equal measure to get people thinking. It’s not about flashy gifts-it’s about recognizing and rewarding years of quiet sacrifices. And maybe, just maybe, it’s time dad got a new set of wheels.
