Task:
To launch Automartindia as the first organized multi brand used car company with a national presence.

Insight:
Consumers perceived the unorganized used car dealers as being dishonest and ready to sell them anything in order to make a quick buck.

Strategy:
Rebrand Automartindia as FirstChoice signaling a break from the past. Raise the fear among consumers about buying cars from shady dealers. Present FirstChoice as a transparent, professional and trustworthy brand.