Linen Lintas appointed creative partner for CarDekho.com

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 conceptualized 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. That's the message that the new CarDekho.com TVC conveys, albeit in an entertaining and relevant way.

Sharing his observations, LK Gupta, CMO, CarDekho.com said that being a pioneer in the concept of unbiased, objective and expert comparison of used and unused cars, 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. All in all, it’s a must-check solution before buying a new or used car.”

Adding further, he said that CarDekho.com had recently launched the iOS version of its popular smartphone app, and was the first among car portals to do so. “Our Android app that was released about a month ago has already clocked more than 100,000 downloads. So this is the perfect timing for us to go and present this wonderful service,” he continued.

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 shared.

Jaideep Mahajan, ECD, Linen Lintas added, “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.”

For the record, CarDekho.com is India's most popular auto portal and helps its users with car research, finance, insurance, used cars and any other aspect of car buying and selling with the best possible deals through its exclusive tie-ups with car manufacturers, finance and insurance companies.

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.

Team Credits:
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)