CarDekho.com has come up with its follow-up campaign – ‘Mr. I Know’.
Conceived by Linen Lintas, this new campaign comes on the back of the success of their first TV campaign ever that was aired during Diwali – a period when car buying and selling is at its peak.
In the film, we see an interesting character who boasts about knowing almost everything under the sun. His knowledge is razor-sharp, but has an annoying habit that cuts every conversation midway. Cardekho.com calls him, ‘Mr. I know’.
However ‘Mr. I know’ is blind when it comes to buying a car. Cardekho.com comes to his rescue with facts about cars so that he can make a rational decision.
LK Gupta, CMO, CarDekho explains, “After our first hard-working TV commercial that successfully took CarDekho to a wider audience, our task was to refresh communication with a continuing brand thought and value proposition. ‘Mr. I know’ does just that – presenting the same proposition in an entertaining and memorable manner, with a sharp consumer insight.”
This new CarDekho campaign has not only given birth to an interesting character called ‘Mr. I know’, but also takes the earlier story of ‘Suno Nahi Dekho’ forward.
The launch campaign (with the thought ‘suno nahi dekho’) was based on the fact that people get advice about cars from all quarters, and yet they remain confused when they have to make a decision. “This new campaign takes that thought a step forward in an interesting manner”, says Jaideep Mahajan, ECD Linen Lintas.
Pranav Harihar, GCD, Linen Lintas, and writer of the campaign elaborates, “You find characters like ‘Mr. I know’ all around you. Sub-consciously, we use the phrase ‘I know’ in our daily conversation too. In the film ‘Mr. I know’ does just that – interrupting others and completes their sentences.”
The campaign idea, right out of our daily lives, has been strongly connected to the Cardekho brand thought ‘suno nahi dekho’. And will be splashed across traditional media and online channels.
Agency: Linen Lintas, Delhi
ECD: Jaideep Mahajan
GCD: Pranav Harihar
Client Servicing: Sirish Gudibande, Shubhi Pandey
Production: Film Farm, Mumbai