About Spinny
In 2015, four visionaries – Niraj Singh, Ramanshu Mahaur, Mohit Gupta, and Ganesh Pawar- sat together with a shared dream. They saw a market full of frustration and mistrust, where millions of Indians, eager to own a car, faced disappointment in the chaotic second-hand car industry. This wasn’t just about buying a vehicle -it was about a dream, a promise of freedom. But for many, that dream felt out of reach. So, Spinny was born, not just as a marketplace, but as a movement to restore faith in the pre-owned car market, to make buying a car as joyous and satisfying as the dream of owning one.
Just try to picture a market filled with big players, which every organization tends to replicate similar patterns. So imagine a newbie called Spinny who thought to not only run in the race but build a new path. “People don’t buy what you do, they buy why you do it,” Simon Sinek professed and this must have become gospel to Spinny. But besides merely winning over the consumers, Spinny was changing the way people felt about trusting and getting access to luxury in the used car buying market.
At the center of Spinny’s brand and marketing strategy, is the narrative of an iconic figure – The Cricket Maestro – Sachin Tendulkar, who shares a strategic relevance with Spinny as a company.
As a company that has been known for dislodging market incumbents, Spinny has embodied efficiency, endurance, and credibility qualities as are deemed patterns with the Indian cricket maestro, Sachin Tendulkar. Sachin’s association with Spinny is not just sponsorship, but a shared belief within the hearts of young Indians waiting to achieve their dreams similarly.
This emotional bond with the first car is still very fresh, like Sachin’s pride and joy – the Maruti 800. It is not just a business of a simple exchange, it is a business of celebrating success and memories of life events. Spinny uses this narrative and places itself as an organization that delivers dreams rather than vehicles.
Recreating Memories with Spinny
The search for, and subsequent repairing and appraisal of, an original 1989 Maruti 800 is a representation of Spinny’s mission to bring value in experiences that touch the consumer emotionally. This is not just about business – it’s about history – of returning the Tendulkar’s – or each user’s – enjoyable memories.
This story of tradition and aspiration is what makes Spinny stand out from the rest in used car segments, but even that does not describe what they do entirely, they do not just sell cars, they sell happiness, the chance of a new memorable experience, veiled in trust, openness, and honesty. Every car that goes through the Spinny system is as precious to the company as Sachin’s own car, to ensure every customer is given the value they deserve.
As Sachin himself says, “Spinny values the emotions behind car ownership and strives to provide an experience with timeless values.” This sentiment is the cornerstone of Spinny’s customer approach, reflecting their commitment to excellence and emotional engagement.
Strategic Brand Positioning: Building a Unique Customer Experience
It was in 2022 when Spinny started featuring its advertisement on the mainstream media, more specifically during the IPL season. This represented a shift to a higher level of marketing communication by the two companies. ‘We joined television for the first time during the 2022 IPL,’ recalls Niraj Singh, the CEO of Spinny, adding that it had been relying purely on word-of-mouth and a tiny amount of advertising before this. The decision to use only the IPL as their advertising platform was very deliberate; the idea was to reach as many people as possible who follow cricket. This paid off, with brand awareness more than tripling.
Financially, this new strategy had a very big cost implication. Finally, promotional expenses surged from Rs 32.2 crore in the FY21 to Rs 220 crore in the FY22. On a similar note, a rival called Cars24 also stepped up its ad spend but in a more systematic manner across mediums which has grown from 114 crores to 413 crores in the FY22.
In the later part of the year, it was the ODI World Cup on Hotstar that was featured on the stage. Here the campaign of Spinny even secured further reach and became intertwined with stories of victory and sportsmanship adored by the people of the world over. It did not only increase the visibility but also ensured that brand Spinny had attributes that associated it with international standards and quality.
As it went forward to swim in the sea of used car selling companies, the IPL 2023 knocked the door of Spinny – a cultural icon that attracts millions of people across the nation. Since this brand has already had Sachin Tendulkar endorsing its values, the expansion of Spinny into the world of IPL advertising was inevitable.
This platform was not just an opportunity for visibility but an avenue to speak to families, sports lovers and prospective car owners naturally embedding Spinny into one of the most favored sports in India.
Among these functional enhancements, for brand platforming it had started the campaign advertisement of Spinny. This was the right approach to take as far as advertising is concerned during the Indian Premier League because the brand wanted to do big, as big as Spinny and when you want to be big, then you can create that big awareness. Knowing that the IPL is one of the most-watched sporting events in the country, the team at Spinny appreciated the opportunity to get connected to a huge number of different users.
Why the IPL? Crafting a Connection
For advertising on IPL 2023, Spinny used Connected TV on JioCinema, choosing the Indian Premier League that enjoys great popularity for reaching a wide audience and targeting fans of cricket. It also helped in terms of brand recall as people looked at the IPL beyond just being about games – it is about celebrating togetherness and pride for the nation.
In this appeal to emotion, Spinny used revered cricket icons as their physical rinse and mirroring of its cardinal virtues of reliability and resilience. Intently, it created customer emotional connection which placed Spinny as a trusted companion in car ownership making the purchase exercise a memorable one.
Indeed, as families were celebrating their favorite teams, Spinny’s message blended in the viewers’ emotions and easily got into their hearts, reminding viewers of the pleasure of driving and the company’s honesty. This hearty mix of sports enthusiasm and wise promotion not only strengthened Spinny’s message, but also helped to place it directly in the minds and households of prospective buyers.
Results
The creativity in the ad campaign that Spinny employed during the IPL season is well reflected in Kantar’s brand lift study results. The campaign not only resonated with its audience but also achieved significant measurable improvements across several key metrics:
The Aided Awareness went up by 9%, this showed that consumers have more Brand awareness of Spinny when probed.
Online Ad Awareness was up at 5% and suggested better brand recall of Spinny’s web advertisements.
For those interested in the full narrative of Spinny’s strategic journey and detailed analysis behind these impressive numbers, the complete Spinny Case Study offers in-depth insights
This advantage was not only visible in terms of increased sales but was incredibly discerned with regard to the cost of gaining new customers and brand market share. Spinny was no longer looked at as just another competitor in the marketplace but was looked at on par with the major players in the auto segment. With clear targeting and sustained operational efficiency, Spinny zoomed in and changed its journey from being a newcomer to a leader in the market of used cars.
A Testament to Strategic Marketing
This is the story of Spinny as a testimony of how strategic marketing and well-planned vision can help. It is the story of someone who not only dared to compete with the big players and, at the same, establish an environment where quality and trust should reign. The trickle,.Slice of this story has enriched those revealing the rise of Spinny from a challenger to a leader in the premium used car market.
The aims of Spinny’s campaign were not solely the sales of cars but to set up the right image for creating a legacy of trust commitment & quality in the buying of cars by proving that even against heavy weights planning & right positioning is the key to wonderful results.
Spinny’s experience in the used car market teaches us how effective strategic marketing and company’s authentic values can challenge the conventions.Spinny steered itself into a leading premium used car company from a new entrant through association with football legends and publicity events.
Their story also shows that even when you are going through tough times, being real with yourself and your marketing efforts is enough to shift the market dramatically, transforming adversity into major opportunities.
