Droom bags 3 big Effie awards in all three nomination categories and only start-up to win Effie this year for its main Droom Ad campaign

New Delhi, December 19, 2016: Displaying its mark of excellence in the industry, Droom, India’s pioneering online automobile transactional marketplace, has won big at the recently concluded EFFIE Awards 2016. The platform secured distinction in all three categories it was nominated in, namely ‘David v/s Goliath’, ‘Integrated Advertising Campaign’, and ‘Consumer Durables: Automobiles and auto parts, two-wheeler, and auto related’. Droom won the Silver in ‘Consumer Durable - Automobiles and auto parts, two wheelers and auto related’, Bronze in ‘Integrated Advertising Campaign’ and Bronze in ‘David v/s Goliath’. All three awards were won by Droom for its highly successful marketing campaign titled ‘Feeling New Waali : Making used feel like new’.

Sandeep Aggarwal, Founder & CEO, Droom.in said, “The EFFIEs have become the benchmark for excellence in the field of marketing effectiveness. To be recognized across all the three nomination categories on such a reputed platform is a moment of great pride for all the Droomers. This recognition brings with it a great sense of responsibility, motivating us to channelize our energy in maintaining and enhancing our brand and generate an unmatched audience connection to etch a truly distinct brand identity for Droom.”

Rana Barua, CEO, Contract Advertising said, “We are thrilled about the three metals at Effies for the Droom launch campaign. We took up a larger challenge of changing consumer behaviour rather than competing with other players in this nascent category – and the results are testimony to well-thought out, insight-led communication. We look forward to partner Droom with more interesting, impactful work to create a winning brand.”

Droom was the last entrant in the used automobile marketplace category, and their national launch campaign would make or break the brand. The category was challenging because of the very Indian belief that all that’s new is pure and what’s used is jootha (impure). For this reason, India has a very small used vehicle market compared to, say the United States.

The Droom campaign gave the used vehicle something it never had - pride of ownership. Pride in celebrating its purchase and bringing it back home. This is the brand’s first step in opening up the used vehicle market in India and creating a solid, 21st century platform for buying and selling used vehicles with complete transparency and confidence.

Droom is already surging towards the leadership position in its category and the wins at Effies further corroborates their marketing efforts. This is the magic of a great product and insightful advertising working together.