Cardekho.com's 'Mr I Know' returns for the IPL season
The new campaign, created by Linen Lintas, takes the quirky character forward to talk about the portal's new offerings
BestMediaInfo Bureau | Mumbai | April 9, 2015
Click on the image to watch the TVC.
Cardekho.com has brought back its know-it-all character, 'Mr I Know', for the IPL 2015 season. The new campaign created by Linen Lintas for IPL 2015 will see Mr I Know with his gang of friends watching cricket, continuing with his habit of cutting short a person's sentence and finishing it with his own 'uncalled for' information.
Mr I Know is a character who knows almost everything under the sun. And he is not only equipped with knowledge that's razor-sharp, but also with a sharper tongue that cuts everyone's sentence and quickly forms his own. In the new films, Cardekho.com will talk about their new features that are unique only to the portal, such as Expert Review, Compare Cars and Verified Used Cars. In the new films, Mr I Know shares insights into the match and sometimes even ruining the experience of watching the match live for his friends.
LK Gupta
Commenting on the campaign, LK Gupta, CMO, CarDekho, explained, “Following an excellent response from our previous campaign, we definitely wanted to bring back Mr I Know, the quirky character that the audiences related to. This time around, the ads are set against a cricket scenario and shows Mr I Know having a jolly time watching the matches with his friends. Our aim was to tap into the feverish intensity of Indians' love for cricket and the fact that every man in our cricket loving country seems to 'know' everything that goes around in the game from game strategies to weather conditions and players.”
Elaborating on the brief that was shared by the client for the second campaign, Tanul Bhartiya, SVP, Linen Lintas, said, “The brief was quite clear, we needed to tell new stories of Mr I Know with new features. It is the classic strategy of taking a character forward when it strikes a connect and likability with the people. The brand will talk about its new offerings keeping the entertainment quotient high with Mr I Know.”
Jaideep Mahajan
“Mr I Know can be irritable to the characters in the story, but he is definitely endearing to watch and always brings a smile on the faces of the people. We decided to take the thought forward and created these new films that will talk about the various features of the portal in a trademark Mr I Know style. The campaign is set against the backdrop of cricket and doesn't need any further reasons to have traction with the cricket crazy nation,” added Jaideep Mahajan, ECD, Linen Lintas.
The TVCs will be released on all prominent television channels as well as the digital platform beginning April 8, 2015.
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