Linen Lintas appointed creative partner for CarDekho.com
Linen Lintas has unveiled a campaign showcasing vital attributes of the online auto player. The agency will work towards delivering creative and strategic insights & solutions to CarDekho.com
Published - 10-September-2014
Linen Lintas, a Lintas group company, has been appointed as the creative partner for CarDekho.com. As its affiliate, Linen Lintas will work towards delivering creative and strategic insights & solutions that’ll play a significant part in making CarDekho.com a formidable player in the online car buying and selling marketplace.
On appointing Linen Lintas as its creative partner, LK Gupta, CMO, CarDekho.com said, “Having worked with some of the team members at Linen in the past, we had high confidence in strategic insights and creative capabilities of the team. Hence, we opted to partner with them.”
To tap into the online auto marketplace that is witnessing its fair share of excitement at the moment, Linen Lintas has unveiled a campaign – ‘Suno nahin dekho’ – that portrays the differentiation that CarDekho.com offers its users. The campaign has been conceptualised based on the insight that everybody has an opinion and that one should listen to all of them, but the final decision should be taken by individuals on their own accord.
Sharing his observations, Gupta further said that CarDekho.com wanted to bring alive the most prevalent insight of what goes on in the mind of a prospective buyer. “Our website does a detailed analysis of all technical information, expert opinions, on-road prices and helps the buyer to shortlist what is most correct for him. We even help the consumer by arranging a test drive and connecting with the nearest dealer,” he added.
Building further on the concept, Abhik Santara, EVP, Linen Lintas said that when we throw open our decision to buy a car, we seek and get opinions from all and sundry. “Eventually, thanks to multiple POVs, we stand confused. CarDekho.com, gives a real comparison on all aspects to let you be most informed before making the choice. This is the core insight that we worked around. Through this proposition, we are aiming at an intense TV and digital burst in the next couple of months,” he added.
Jaideep Mahajan, ECD, Linen Lintas elaborated, “The task was simple and that actually was the most difficult part – how to depict this mental trauma of a car buyer in a refreshing and interesting manner. Our objective was to just not show a picture of the ‘car-buying-phase’ of a guy, but to show it in a manner that everyone who is in that phase or who has gone through it should relate to it and say – this has happened/ is happening with me. Cardekho.com actually solves all these quandaries and shows the true picture. So not deviating from the brand promise our task was to heighten the problem part of it.”
Pranav Harihar Sharma, GCD, Linen Lintas and the writer of the film commented, “Taking forward the brand name ‘car dekho’ itself, the campaign uses the word ‘dekho’ in terms of an eye opener, quite literally. But actually in life when we listen to subjective suggestions and when we see the real picture based on facts, these two, most of the times, are actually contradictory. The campaign uses heavy CG to make a point and creates the mental chaos in the form of a heap of cars. The character sketching of different people giving advices adds fun element to the campaign.”
Founded in 2007 by brothers Amit and Anurag Jain, both IIT-Delhi alumni, Girnar Software is engaged in three internet portals – CarDekho.com, BikeDekho.com and PriceDekho.com. The company does outsourcing services as well, including website and mobile application development, testing and Q&A services.
ECD: Jaideep Mahajan
GCD: Pranav Harihar Sharma
Account Management: Surabhi Kanjilal
Production House: FilmFarm
Producer: Anirudh Bagchi
Director: Ishwar Singh
VFX Director: Abhisekh De (Futureworks)
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