Summary:
- Campaign: “God Promise”
- Product: Used cars (platform for buying and selling certified pre-owned cars)
- Celebrity Endorsement: Sachin Tendulkar (Cricket legend and strategic investor in Spinny)
- Target Audience: Indian car buyers and sellers seeking trust, transparency, and reliability in the used car market.
- Goal: To build profound trust, reinforce Spinny’s commitment to transparent and reliable services, and simplify the used car buying/selling experience.
- Key Element: Clever wordplay on the colloquial Indian phrase “God Promise” (signifying utmost sincerity) and Sachin Tendulkar’s stature as the “God of Cricket” and an embodiment of trust. The ads are subtle, dialogue-free films.
- Agency/Creative: Conceptualized by Creative Director Tanya Mahendru, directed by Bharat Sikka.
- Launch: During the IPL season (April 2025).
- Reach: Multi-platform rollout across TV, digital, radio, OOH (billboards, branded cabs/buses), and social media in major metros.
Spinny’s “God Promise”: Building Trust with a Masterstroke
Spinny, India’s leading used car platform, launched its impactful “God Promise” campaign during the IPL season in April 2025, featuring cricketing icon and ‘strategic investor’ Sachin Tendulkar. The campaign is a masterclass in understatement and trust-building, leveraging the deep cultural resonance of the colloquial Indian phrase “God Promise” – a declaration of absolute sincerity – and seamlessly blending it with Tendulkar’s unparalleled image as a symbol of reliability and integrity.
The campaign comprises a series of concise, 15-second films that deliberately eschew dialogues and feature dumps. Instead, they showcase Sachin Tendulkar in calm, everyday settings – sitting on a bench with a camera, strolling with a bouquet among cars, or simply enjoying coffee. On-screen text and a calming background score do the heavy lifting, conveying Spinny’s core promises: an industry-first 3-year warranty with Assured+ cars, a selection of over 10,000 vehicles, a 5-day money-back guarantee, and a best price guarantee for sellers.
Sachin Tendulkar’s involvement as both the brand’s face and a strategic investor lends immense credibility to the campaign. His personal endorsement, “This campaign clicked with me because it’s rooted in something I’ve always believed in—trust must be earned and honored,” reinforces Spinny’s commitment to simplicity, sincerity, and joy in car transactions. By focusing on values rather than just features, Spinny’s “God Promise” stands out in a crowded market, making a powerful, emotional case that buying or selling a car can be a straightforward and worry-free experience.
Niraj Singh, founder and chief executive officer of Spinny, further elaborated, “Tendulkar has always stood for excellence and trust—values that are deeply embedded in Spinny’s DNA. ‘God Promise’ is simply a reflection of that. This isn’t just a campaign built on specs and stats—it’s just an extension of how we work. With him as both the face and a strategic investor in Spinny, trust and quality aren’t claims—they’re givens. And that, to us, is the ultimate assurance.” Tanya Mahendru, creative director behind the campaigns of Spinny, added, “With Sachin as the face of the brand, God Promise was the most natural derivative.”
By focusing on values rather than just features, Spinny’s “God Promise” stands out in a crowded market, making a powerful, emotional case that buying or selling a car can be a straightforward and worry-free experience.
