Springer & Jacoby seeks to expand Karma Kars brand

Agency executives, journalists and film-makers are among those being targeted in the first advertising for Karma Kars, the cab company whose Indian kitsch-styled vehicles are gaining cult status with celebrities.

The promotional offensive - in the form of a direct marketing and poster campaign - is the first to be produced by Springer & Jacoby since the agency was appointed to the account last month.

Ralph Fiennes, John Malkovich, Jarvis Cocker, Boy George and Jason Donovan are among the regular clients of the company, which specialises in journeys of style rather than speed.

Now the advertising will attempt to broaden the company's popularity among people working in advertising, fashion, food, media and film.

Karma Kars operates a fleet of four original Hindustan Ambassadors, based on the Morris Oxford of the 50s. The vehicles, which have long been a familiar part of the Indian landscape, are famous for having acceleration so sluggish that it has been compared to "a bullock cart drawn by a constipated bullock".

The Karma Kars Ambassadors come fitted out with mirrored ceilings, joss sticks and drivers who double as tarot card readers and psychic therapists.

Springer & Jacoby is planning and buying the media for the campaign, which will use direct marketing to explain the Karma Kars offering, while supporting the message with posters across central London.

The ads use Indian imagery and feature punning headlines including "You can't hurry Krishna and "Pray as you go". They were written by Ben Carson and art directed by Elliot Harris. The typographer was Tivy Davies.

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