06 Sep 2017 13:04 IST

Zoomcar aims to bond with the next-gen via musical getaway

Car rental company to spend over ₹2 crore on marketing campaign

Self-drive car rental company Zoomcar is preparing to host a day-long musical getaway, Zoomapalooza, on the outskirts of Bengaluru next weekend to drive home its new brand message of ‘Never Stop Living.’

With a marketing budget of over ₹2 crore planned for the event, Zoomcar plans to set a precedent for experiential music festivals in India and create a community of like-minded individuals. The musical extravaganza will feature an eclectic mix of electronic music genres, with top international artists such as Thomas Gold and DJ Alvaro headlining the event along with some of the top artists of the genre from India, including KC Jones, Thaikkudam Bridge, DJ Ivan, DJ Nash & Daddy’s Groove. To build top-of-the mind recall with its core customers who are typically college students and young professionals between 22 years and 33 years of age, various experiences such as grape stomping, soap football, mechanical bull and zorbing have also been organised at the event. Zoomcar has started its marketing campaign across media including print, radio, outdoor and digital campaigns on Facebook, Twitter and Instagram and is engaging with music, travel and lifestyle bloggers to promote the event.

“Zoomapalooza is going to be nothing like anything that the country has seen before. Our vision was to create unforgettable experiences for our customers because that’s what brand Zoomcar stands for — excitement, indelible memories and a lot of fun. The high-octane event also drives home our brand message of ‘Never Stop Living’ as it promises a lot to look forward to, whether one is a music lover, an adventure seeker or simply someone who loves novel experiences. We are certain that this festival will help us foster an even deeper connect and engagement with our large and growing consumer base.” said Greg Moran, CEO and co-founder, Zoomcar.

Founded in 2013, the company has gone through three brand refresh cycles starting with Zoom and its tagline — ‘Freedom of Four Wheels.’ In December 2014, the brand was refreshed to Zoomcar with a new tagline to represent its evolution – ‘Self-drive for the Self-driven.

’ In the new logo, the letter ‘Z’ signifies the ‘Never Stop Living’ attitude represented by an eagle/bird taking flight which Moran says resonates with the youth wanting to diversify into more experiential travel nowadays.