CarDekho.com comes up with Mr. I Know

The leading car portal – Cardekho.com has come up with its second television campaign called - Mr. I know. This follows the stupendous success of their first ever TV campaign that aired during the Diwali season.

In the commercial we see an interesting character that knows about almost everything under the sun. And he is not only equipped with a razor sharp knowledge but also with a sharper tongue that cuts everyone’s sentence in half and quickly completes it. Cardekho.com calls him- Mr. I know. But even this Mr. I know gets confused when it comes to buying a car. He is blindfolded by the plethora of suggestions thrown at him by relatives and friends. He is dumbfounded and perplexed. And then cardekho.com comes to his rescue giving him true facts about cars so that he can make a rational decision.
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LK Gupta, CMO CarDekho explains, “After the first campaign, a hard working TV commercial that successfully took CarDekho to a wide audience, our task was to refresh the communication with a continuity of brand thought and its value proposition. Mr. I Know does just that – presents the same proposition in an entertaining manner enabled by an everyday consumer insight.”

“This new campaign of ours for Cardekho is quite a different take. This is not only creating an interesting character called Mr. I know but also taking the story of ‘suno nahi dekho’ forward. We cracked ‘suno nahi dekho’ as a brand’s baseline in our launch campaign based on the insight that people get to hear advice about cars from all quarters, and yet they remain confused about what to choose. This new campaign takes the thought a step forward in an interesting manner. The effort in the commercial is to not showcase just the product but to have an insight that’s relevant and interesting. Mr. I know fits in both.” says Jaideep Mahajan, ECD Linen.

Pranav Harihar, GCD, Linen and the writer of the campaign elaborates, “The campaign is real. You will find the character of Mr. I know around you. Or you may yourself be Mr. / Ms. I know.  Every one of us, in a day uses the phrase. ‘I know’ at least ten times and in the same manner as our Mr. I know does in the film by cutting others sentence.”

In the campaign the idea is nothing but an observation which is strongly connected with the brand platform of ‘suno nahi dekho’. Here Mr. I know doesn’t hear anyone but when it comes to buying a car, he is the one who is lending his ears to whosoever is coming his way.