ZigWheels.com: Gearing Itself Up

The portal has come up with a brand building campaign to establish itself as the first reference point for information on cars and bikes.

ZigWheels.com, one of India's most visited automotive portals, from TimesInternet, has come up with a brand-building campaign entailing print, digital and radio. According to the company, the objective of this campaign is to establish ZigWwheels.com as the first reference point for information on cars and bikes.

The campaign also aims at highlighting the recent redesign of the portal and the new features added to it. Speaking about the redesign, Akshay Chaturvedi, business head, ZigWheels.com, says we wanted to create an easy to use platform where a user could come and discover what he is looking for in an efficient manner. The new responsive design facilitates a better content discovery across devices.

In addition ZigWheels has recently introduced a slew of consumer reach out initiatives like Wednesday Live Chat aimed at guiding the car and bike buyers through their research journey. In Wednesday Live Chat, auto experts from ZigWheels interact with users to offer answers to their queries. These chat sessions have already reached over 2,500 unique chats every Wednesday and are growing with new users joining in. ZigWheels is also using WhatsApp to answer all buy and sell queries of users. Besides, there is ZigLine (08010888888) India's first on-call car consultation service.

The campaign, executed by HavasWorldwide, is around the relationship one has with his car and bike. As perZigWheels more than 4.1 crore people have visited the site this year. The campaign will also be supported with consumer contests on radio and social platforms to drive engagement.

Commenting on the campaign, Chaturvedi says, "Online is increasingly becoming the first pre purchase reference point in the autocategory. As per a recent study by Nielsen on Car buying behavior in India, 48% customers start their research online before discussing with friends, family or visiting a showroom. This quest for automobile information is driven by a user's need to evaluate the product in terms of his budget as also need for an expert verdict on it. Since buying a car or bike is typically a big purchase & high involvement decision, users look for a trustworthy source of information. At ZigWheels our passion and love for automobiles helps us think from the user's side and our strong editorial team evaluates the vehicles from a users standpoint. This combination makes ZigWheels.com an indispensable destination for buyers, sellers and enthusiasts. Thecampaign seeks to promote ZigWheels as the platform of choice."

ZigWheels competes with the Sequoia Capital-backed CarDekho, which acquired Ibibo's automobile site, Gaadi.com.Other players in this segment include Axel Springer's CarWale, CarTrade.com and India.com's Oncars.in.