After sponsoring Big Boss last year, CarDekho.com has moved from entertainment to cricket and stamped its brand name on the tremendously popular Indian Premier League (IPL) 2015 cricket competition as an associate sponsor.
CarDekho is looking to firmly establish itself as a big league player in the mass consumption space and cement its leadership in the automobiles sector as a first-choice for all when it comes to information on cars.
This is CarDekho’s maiden marketing initiative on a sports platform and it is looking to interest viewers through some engaging propositions, and thus expecting a big spurt in traffic numbers. With the focus being on mobile, a big spurt in terms of app downloads are also expected.
Video: Expert Reviews
The new campaign designed specifically for IPL 2015 plays on the feverish intensity of Indians’ love for cricket and how every man feels that he is an expert on everything that goes on in and around the game.
Video: Compare Cars
CarDekho has deployed a ‘Mr I Know’, a know-it-all character from a previous successful campaign, and correlated his old habit of cutting short and finishing others’ sentences.
‘Mr I Know’ knows almost everything under the sun, supposedly. He is not only equipped with a razor sharp knowledge but also with a sharp tongue. But even ‘Mr I Know’ gets confused when it comes to buying a car. He is blinded by the plethora of suggestions thrown at him by relatives and friends. CarDekho ultimately rescues him from this confused state of mind and empowers him to make rational car-buying decisions.
Video: Verified Used Cars
IPL 2015 is a marquee property with extensive viewership in a cricket loving country and hence it resonates with CarDekho’s brand requirement of communicating with car buyers.
