CarDekho.com has rolled out a campaign titled 'Suno Nahin Dekho' (See, don’t listen). The campaign has been conceptualised by Linen Lintas.
The film highlights the difficulty people have in purchasing a car as everyone around has a point of view to offer.
A blindfolded man is inundated with suggestions from friends and family as to which car he should buy. He is asked to look at ‘big cars’, ‘fast cars’ and cars that provide ‘great mileage’. The suggestions only add to his confusion. Removing his blindfold, he logs on to CarDekho.com on his mobile and the mess begins to get sorted. The film goes on to show the app’s capabilities that range from sorting by car type to comparing various cars to getting on road prices. A voice over says, ‘Car khareedo toh, suno nahi dekho’ (If you’re buying a car see, don’t listen).
LK Gupta, CMO, CarDekho.com, said, “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. 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.”
Abhik Santara, EVP, Linen Lintas, said, “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.”
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, group CD, Linen Lintas and the writer of the film, said, “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.”
Agency: Linen Lintas
ECD: Jaideep Mahajan
GCD: Pranav Harihar Sharma
Account management: Surabhi Kanjilal
Production house: FilmFarm
Producer: Anirudh Bagchi
Director (film): Ishwar Singh
VFX director: Abhisekh De (Futureworks)
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Watch the film conceptualised by Dentsu Impact here