The car detailing industry is flooded with self-proclaimed “experts” who often mislead consumers with fake products and unqualified services. The challenge was clear—how do we break through the noise and position CarzSpa as the trusted authority in a space filled with so many unreliable options? As an experienced digital marketing agency, we understood that educating the audience while building trust was key. We knew that the power of creative, humorous content combined with expert messaging could help us tackle this issue head-on.
We leveraged our deep understanding of audience behaviour and creating an impactful campaign, we guided CarzSpa through the process of positioning itself as the definitive expert. Here’s how we successfully navigated the challenges and positioned CarzSpa as an expert in the industry
Table of contents
- Research Phase
- Execution Phase
- Myth-Busting with the Founder
- Introduced FakeXpert
- We Did The Farzi Ads
- Influencer Marketing
- Meme Marketing
- The Results
- In Conclusion
Research Phase
During our research, we uncovered a critical insight—customers were often lured by cheap PPF (Paint Protection Film) services advertised for as low as Rs. 10,000. However, these low-cost solutions were of inferior quality, often damaging the car’s paint rather than protecting it. Due to this, customers were losing trust in paint protection. This widespread issue highlighted the need to educate the audience about quality over price and position CarzSpa as the trusted expert in car detailing.
Execution Phase
We launched this campaign in multiple segments, aiming to both educate and entertain our audience. Recognising the magnitude of the issue, we concluded that a short-term effort wouldn’t suffice. Therefore, we committed to a long-running campaign. Here’s an overview of our activities throughout this initiative.
Myth-Busting with the Founder Comeback
To educate readers about using high-quality paint protection and car care, we decided to leverage the power of myth-busting. We had the founder of CarzSpa take centre stage to debunk common myths about car detailing. Through engaging and informative videos, we shared expert tips and busted misconceptions, positioning CarzSpa as the voice of authority.
These myth-busting videos informed the users about the correct way to maintain their cars. We wanted people to feel like they were learning from a trusted expert—someone who could provide valuable insights on how to care for their car the right way.
Introduced FakeXpert
We took the campaign up a notch with the introduction of a fun yet impactful character—FakeXpert. This quirky persona appeared in a series of humorous scenarios where he gave completely incorrect, often ridiculous advice that had unpleasant consequences.
The character was relatable, funny and exactly the kind of content that resonated with CarzSpa’s target audience—who loved humour and entertaining content on social media. By exaggerating the absurdity of fake advice, we could easily showcase the importance of relying on experts without sounding too preachy.
To amplify the message further we created a vox-pop video in which we asked people funny, real-world questions about solving life problems. “Meri shaadi nahi ho rahi, kya karu?” for instance. The responses, often hilarious and off-mark, emphasised just how little most people know about the subject—highlighting why seeking out a true expert is critical.
We Did The Farzi Ads
Building on the momentum of FakeXpert, we launched three provocative ads featuring “Farzi” (fake) professionals—a fake doctor, a fake lawyer and a fake detailer. Each ad humorously showcased the dangers of trusting unqualified experts.
Farzi Doctor
In the first ad, a “fake doctor” gives disastrous advice to a patient, resulting in fatal consequences. It was a clever play on the importance of trusting the right expert.
Farzi Lawyer
In the second ad, a “fake lawyer” gives advice that lands the client in jail, reinforcing the need to trust true professionals.
Detailing Maafi & Detailing Bhool
The third ad cleverly poked fun at competitors, showing how even detailing services look up to CarzSpa as experts.
Influencer Marketing
We collaborated with influential people like Vidit Gujarathi, who resonated with CarzSpa’s audience, amplifying the campaign’s reach and credibility. We also roped in a viral kid whose video was making rounds and people were sharing it like crazy. We did many influencer collaborations as well to pass on the message that CarzSpa was trying to tell people.
Meme Marketing
To keep things fun and engaging, we also tapped into meme marketing. We knew that memes were a huge part of the social media experience for CarzSpa’s target audience, so we partnered with local meme pages to get them talking about ExpertSeKarwao. This strategy allowed the brand to reach new audiences in a way that felt organic and relatable.
The Results
The ExpertSeKarwao campaign exceeded expectations in every way. Here’s a snapshot of the impressive results:
- 122+ million reach
The campaign reached 122+ million people, generating widespread awareness and engagement.
- 25 million+ views on meme marketing
This shows how deeply CarzSpa connected with its audience
- CarzSpa’s positioning as a detailing expert improved significantly
The brand was seen as the expert and go-to choice for quality detailing, trusted by customers and respected by industry peers.
In Conclusion
Through clever myth-busting, memorable characters like FakeXpert and bold ad concepts, we successfully positioned CarzSpa as the go-to expert for car detailing. The campaign was not only entertaining but also effective in communicating the value of professional detailing services. By combining humour with serious messaging, we were able to create a campaign that was both engaging and informative.
The campaign’s success highlights the power of creativity, influencer marketing and meme culture in reaching modern audiences.
We’re proud to have partnered with CarzSpa to bring this vision to life and we’re excited to continue driving results for brands that want to make a lasting impact.
Vasim Samadji is a partner at Flora Fountain, where he leads the Business and Marketing Strategy divisions. In a world where everyone is used to sugarcoating, his directness is often considered rude. But that shouldn't be a problem if you like the no-nonsense approach. Because he is a seasoned professional...