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Cardekho.com’s ‘Mr. I Know’ back with a twist for upcoming IPL season
Mumbai: Apart from being a much-loved sport in the country, a common thread that binds cricket to its many die-hard fans is the endless leeway it gives them to decide on what could be the next best thing that the team could pick up from in order to better its stakes in the competition. As if out of habit – apart from it being a futile exercise too – Indians love to form opinions and pass judgements in a jiffy, especially around a sport as popular as cricket. While there’s nothing concrete that comes out of such conversations, it does help build interest around the players and the tournament being played.
With the IPL 2015 set to take off, there will be similar such conversations that people will engage in during the course of the tournament. But there’s one man – ‘Mr. I Know’ – whose opinion will matter during the course of the IPL. He is an interesting 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.
Mr. I Know, a-know-it-all character created by leading car portal Cardekho.com is back with his histrionics for the upcoming IPL 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 old habit of cutting short a person’s sentence and finishing it with his own ‘uncalled for’ information.
The last Mr. I Know campaign got a positive response from the audiences where his signature repartee ‘I Know’ became a part of audiences’ general lingo. The new campaign takes the excitement forward and shows newer shades of Mr. I Know.
In the new films, Cardekho.com will talk about their new features that are unique only to the portal. This will give netizens newer reasons to use the portal as their trusted source of information while making a car buying decision.
LK Gupta, CMO – CarDekho explains, “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.”
“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,” says Jaideep Mahajan, ECD, Linen Lintas.
Just to reiterate the mannerisms of Mr. I Know — he is an interesting character who knows almost everything under the sun. 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. That’s when cardekho.com comes to his rescue providing him true facts about cars so that he can make a rational decision.
The TVCs will be released on all prominent television channels as well as the digital platform beginning April 8, 2015.