CARS24, an Indian autotech platform, marked its 10-year anniversary with a civic initiative instead of a traditional advertising campaign. The company repaired over 500 potholes and restored more than 7,000 square feet of damaged road across high-traffic areas in several Indian cities.
The locations were selected based on accident risk and potential vehicle damage, with the goal of improving daily commuting conditions.
CARS24 stated the initiative was based on the idea that roads have played a central role in its business over the past decade — carrying its vehicles, customers, and services.
“Potholes are more than just an inconvenience. They’re a daily disruption, affecting how people live, drive, and move,” said Gajendra Jangid, Co-Founder, CARS24. “As a brand built on mobility, we’ve always been on the road. This was our way of giving back to it,” he added.
According to data from the Ministry of Road Transport and Highways, India recorded an average of 6,880 pothole-related accidents annually between 2013 and 2022. In 2022, over 2,000 people reportedly died due to pothole-related incidents.
Alongside the road repairs, CARS24 also placed road signs in various cities. These signs carried safety messages, such as “Don’t drink and drive. Someone is waiting at home.” and “Drive slow, this is not GTA.”
On social media platforms including LinkedIn and Instagram, the campaign has received attention for its direct approach. Within advertising and marketing circles, it has been noted for prioritising practical outcomes over promotional content.
“We’ve always said we’re here to build trust in mobility. But trust doesn’t come from telling people, it comes from doing the right thing,” said Jangid.
CARS24 confirmed the initiative will continue in other cities under a project named ‘Crashfree India’. The company stated it plans to expand the effort as part of its broader focus on mobility infrastructure in India.
The campaign aligns with CARS24’s long-term goal of improving the overall driving experience under the theme 'Better Drives, Better Lives.'
