Cars24 turns damaged cars into hard-hitting road safety billboards

Cars24 has delivered a stark reminder on Indian roads with an outdoor campaign that puts the consequences of reckless driving front and centre. Using real, visibly damaged cars mounted onto billboards, the brand transforms OOH into an unmissable road safety intervention. 

The creative presents wrecked vehicles exactly as they are, dented doors, crushed panels, bent frames, paired with blunt, Hindi-led copy that lands instantly with commuters. Lines such as “Jaoge car mein, aaoge akhbar mein”, “Gaadi ka driver isse bhi upar chala gaya”, and “Peekar chalaoge car, pahunchoge Haridwar” deliver dark humour with a chilling undertone, reinforcing the dangers of drunk and reckless driving. 

By placing these damaged cars at scale across high-traffic corridors, Cars24 ensures the message is encountered in the same environment where the risk exists, on the road, mid-commute, in motion. The physicality of the installations makes the campaign difficult to ignore, turning a passing glance into a moment of discomfort and reflection. 

The campaign also demonstrates the strength of OOH as a medium for public-interest messaging. The use of real objects instead of printed visuals heightens authenticity, while minimal branding ensures the message is not overshadowed by commercial intent. Cars24’s logo sits quietly on the frame, allowing the impact to come from the sight and the words, not the brand shouting for attention. 

With this execution, Cars24 reinforces its positioning beyond transactions, using outdoor media to participate in a larger conversation around responsibility and safety. It’s a reminder that when used thoughtfully, OOH can go beyond awareness, it can confront, provoke and, potentially, save lives.