Linen Lintas powers new campaign for

29 Dec,2014

By A Correspondent


Leading car portal has come up with a follow-up campaign titled ‘Mr. I Know’. Conceived by Linen Lintas, this new campaign comes on the back of the portal’s TV campaign ever that was aired during Diwali – a period when car buying and selling is at its peak.


In the film, there’s a 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. calls him,’Mr. I Know’.


However ‘Mr. I Know’ is blind when it comes to buying a car. comes to his rescue with facts about cars so that he can make a rational decision.


Says LK Gupta, CMO, CarDekho: “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 Car Dekho campaign has not only given birth to an interesting character called ‘Mr. I Know’, but also takes forward the earlier story of ‘sunona hi dekho’.


The launch campaign (with the thought ‘sunona hi 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.”




Agency: Linen Lintas, Delhi

ECD: Jaideep Mahajan

GCD: Pranav Harihar

Client Servicing: Sirish Gudibande, Shubhi Pandey

Production:Film Farm, Mumbai


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