CARS24, India’s leading autotech platform, recently launched a bold campaign titled “Dowry Collection”, aiming to tackle the deeply rooted social issue of dowry. This thought-provoking campaign has sparked widespread discussions across social media platforms, drawing both applause and critique for its unique approach. While some questioned its tone, many appreciated its efforts to address a critical societal problem.

At its core, the campaign seeks to encourage families to replace outdated customs like dowry with values rooted in equality, respect, and mutual understanding. By challenging such practices, CARS24 hopes to inspire society to embrace progressive ideals that strengthen relationships and foster healthier communities.

The “Dowry Collection” uses satire and digital innovation to highlight the gifting of cars as dowry—a tradition still prevalent in many Indian weddings. The campaign cleverly leverages humour to start a conversation while delivering a powerful message about the consequences of perpetuating this harmful practice.

In an engaging twist, the campaign invites users to browse a “curated collection of cars for dowry.” Mimicking the appeal of dowry traditions, it creates a digital experience that initially feels playful and enticing. However, when users enter their preferences, they are confronted with a stark reality: a message that reads, “Sorry, the only car we have for dowry is an IN-CAR [Denial]. Dowry is not a custom; it’s a crime. Break the chain.”

This unexpected shift from light-hearted interaction to a serious revelation is designed to leave a lasting impact. The campaign uses this moment of reflection to challenge societal norms, urging individuals to reject dowry practices entirely.

By blending satire with a meaningful call to action, the “Dowry Collection” transforms a common tradition into a platform for dialogue and change. It reinforces the idea that dowry is more than just an outdated custom—it is a harmful practice that perpetuates inequality and undermines the sanctity of relationships.

CARS24’s innovative approach to social responsibility reflects its commitment to addressing societal issues through impactful storytelling. With “Dowry Collection”, the platform has redefined how brands can use creative campaigns to challenge cultural norms and inspire meaningful conversations.

Author: Sonali kamble