CarzSpa is a strong car care and car detailing brand with 150+ studios across India. They operate their own studios as well as a franchise model that spans metros, Tier 2, and Tier 3 cities, offering certified services including PPF, ceramic coating, and paint correction delivered by trained professionals.
The business model was solid. The products were well researched. The processes were in place. But the Indian market had a problem. Car care was not seen as a professional service.
Most car owners equated it with a roadside wash or a quick modification and moved on. Basic education about what certified car care actually means was missing from the market entirely. This also kept the franchisee pitch from ever feeling as strong as it should have.
Well, all CarzSpa needed was a clear and well-planned strategy to communicate that to their Targeted Audience Segment.
Flora Fountain came in, looked at all the gaps, identified the root problems, and built a complete strategy around them. Read on to see how we approached it.
The top of the funnel was about earning trust early, long before anyone was thinking about PPF or ceramic coating. We published ten articles on topics that sit upstream of any car-detailing decision.
The goal was simple: make CarzSpa a helpful voice in a new car owner's life before they had any reason to think about detailing.
Movement 1: The FakeExpert Narrative (Pre-Campaign)
Before Expert Se Karwao launched, we built a narrative around one uncomfortable truth: fake experts are everywhere, and the damage they do is real.
The first film placed this in a gym setting. An unqualified trainer guides a client through a routine. The client ends up with a broken elbow. Funny, relatable, and slightly uncomfortable. The hashtag #FakeExpert gave the audience a shorthand to hold onto.
The goal was not to talk about CarzSpa at all. It was to prime the audience.
Because of this, when Expert Se Karwao arrived, it landed on prepared ground.
Account grew from 24,572 to 29,912 followers | Reach peaked at 26.3M | Engagement: 1,58,734
Movement 2: Expert Se Karwao (Main Campaign)
Phase 1: Expert Se Karwao
Launched around Dussehra 2024, one of the biggest car-buying moments in Gujarat. The film connected the FakeExpert instinct directly to car care. The brief was simple: do not demonstrate the product. Demonstrate the principle.
Views: 1.8M | Likes: 2.27K | New Followers: 891
Phase 2: Aapki Car Bhi Jaanti Hai
Three films. One premise: the car itself knows better. Each story followed a scenario where the owner hesitated and the car found its own way to CarzSpa.
"Aapki Car Bhi Jaanti Hai. Expert Se Karwao."
A car worth thirty times your phone deserves expert care. Almost no one had made that connection for Indian consumers before this campaign.
Views: 48.8M | Likes: 9.2K | New Followers: 3,727
Combined: 115M+ views | 593K+ interactions | 23,700+ hours of watch time
One of the most common mistakes in marketing for car detailers is thinking too narrowly about the audience. The person booking a detailing appointment six months from now does not always look like a car enthusiast today.
We built the creator mix around three segments, each with a different trust dynamic.
Automotive creators like Meher Gearhead, Autodaily Satyam, and board_wala_banda reached the highest-intent audience. These are enthusiasts who already research PPF before visiting a studio, so a recommendation from a creator they trust for car content carries real weight.
Regional creators like Sarav Chennai, Balodi Bhawit, and sukritsindhu19 localised the message for Tier 2 and Tier 3 markets where CarzSpa was expanding. The same idea lands differently when it comes from a familiar local voice.
Lifestyle and entertainment creators including ohnoshubham, Yar_Namberdar, Mahip Kharbanda, Accha Aryan, DamnDsb, and more took the campaign beyond car enthusiasts and into everyday audiences who will need detailing someday but do not think of themselves as car people yet.
The brief to every creator was consistent: “Do not make an ad. Make it native”.
Coverage from publications that already have the trust of their readers does something paid media cannot replicate.
The Times of India covered CarzSpa's journey to 125 studios, signalling national scale to potential franchise partners.
Ahmedabad Mirror covered how CarzSpa brought PPF into mainstream India, reinforcing the brand's regional roots.
DriveSpark covered Aegis PPF, reaching automotive enthusiasts who are actively comparing detailing providers.
Total Paid Spend: Rs 7,07,227 | Meta Ads: Rs 4,21,227 | Google Ads: Rs 2,86,000
Brand campaigns create demand. Performance marketing captures it.
Meta Ads ran three objectives simultaneously: DVC amplification to extend organic reach, retargeting for audiences who had engaged but not converted, and lookalike targeting to find new high-value consumers. The first ESK Campaign alone delivered 11.3 million reach and 16.3 million impressions at a CPM of Rs 4.09.
Google Search Ads placed CarzSpa in front of people actively searching for PPF, ceramic coating, and car protection. People with clear purchase intent, at the exact moment they were ready to act.
CarzSpa recorded its highest-ever rise in search trends during the campaign period.
Every creator and channel we brought into this campaign was chosen for one reason: they already had the trust of the audience we were trying to reach. We extended this further by collaborating with people who are at the top of their game.
Harbhajan Singh, Yuzvendra Chahal, and Harshit Rana from cricket. Vidit Gujarathi from chess.
When people who take their profession seriously choose CarzSpa for their car, the message carries a different kind of weight. Experts trust experts. That was the idea.
Through this campaign, we planted CarzSpa firmly in the minds of Indian car owners as the professionals for car care and detailing. That clarity did not just reach the consumer. It reached the franchisee. CarzSpa had spent months training their studio partners to deliver a professional, consistent experience. When the market started recognising the brand as the expert standard, that confidence extended to every franchise holder carrying the name. They were not just running a business. They were representing a brand the market respected. That sense of pride is something no training manual alone can create, and it showed in how franchise partners carried the brand forward.
