MUMBAI – 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’.
“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,” explained LK Gupta, CMO of CarDekho.
The campaign 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,” said Jaideep Mahajan, ECD Linen Lintas.
“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,” added Pranav Harihar, of Linen Lintas.
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.
