Cars24 has rolled out a new brand campaign that places accountability firmly at the center of the used-car buying experience. Announcing two industry-first assurances-a Lifetime Warranty and a 30-Day Return Policy-the campaign signals a decisive shift from emotional trust-building to policy-backed confidence in the pre-owned car category.
Conceptualized by Talented and directed by Shivang Monga in collaboration with First December Films, the campaign marks Cars24’s first creative partnership with the agency. The films place tangible product guarantees at the heart of the narrative, challenging category norms that often rely on symbolic reassurance rather than structural accountability.
In a distinctive storytelling choice, Himanshu Ratnoo, CEO India, appears on screen to personally stand behind the company’s strongest commitments yet. Through a series of films built around familiar “family promises”-including a Mother Promise, Mother-in-Law Promise and Sister Promise-the campaign draws from everyday Indian contexts to underline the seriousness of Cars24’s assurances.
The Lifetime Warranty is designed to offer long-term peace of mind, while the 30-Day Return Policy allows buyers to use the car and return it within a month if expectations are not met-an uncommon level of flexibility in the used-car market.
Commenting on the launch, Gajendra Jangid, Co-Founder and CMO, said the brand has spent years strengthening sourcing, inspection and preparation processes, choosing not to sell any car it wouldn’t buy itself. He added that the new policies reflect genuine confidence in product quality and internal systems.
By moving trust from storytelling to structure, Cars24 positions itself as a brand willing to put its name-and policies-behind every car it sells.
