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Tag: Karbonn Mobile

  • Taproot attempts a clutter-breaking TVC so that Karbonn's Ta-Fone stays top-of-mind

    Taproot’s new TVC for Karbonn Mobile

    By A Correspondent

     

    When Taproot was retained by mobile maker Karbonn as its agency some 10 months back, it was expected to bring in some ‘kamaal’ ke creatives.

     

    There have been some interesting campaigns crafted like the one for the Duple series that showed users doing two things at a time and another which is currently on air for the Karbonn Titanium S5 that shows youth using some of the new age features of the phone in a quirky way.

     

    For the Karbonn Ta-Fone tablet which is being billed as an alternative to the laptop, the TVC shows various youth throwing and getting rid of their laptops in some interesting situations.

     

    Says Santosh Padhi, Chief Creative Officer and Co-founder, Taproot India, on the strategy: “When a product like the TA-Fone, which delivers more than what any laptop would do, why will the youth carry such a burden on him, as it is there is too much on their shoulder these days. Instead of just taking this true consumer insight forward, we decided to bring the youthful attitude and quark, by showing youths getting rid of their laptops in their way, in style. Also, enough has been done and said in this category, if you are not the first, you rather have something to offer and the communication has to play a very important role, which we feel this TVC has the power to be on top of their minds.”

     

    Says Razneesh Ghai, Director, Karbonn, on the TVC: “I think with this spot we have managed to create a profound, original TVC. It was quite a challenge to shoot in around Mumbai and the make the spot look really contemporary and stylish keeping in mind the good work that is happening all across the globe.”

     

    Credits

    Agency: Taproot India 

    Creative director: Santosh Padhi, Agnello Dias

    Writer: Santosh Padhi, Pallavi Chakaravati

    Production house: Asylum Films

    Director: Razneesh Ghai

     

  • Taproot has created series of TVCs for Karbonn Smart Mobile which is the official sponsor of the Champions League Twenty20 currently being played in South Africa

    Taproot India creates its first campaign for Karbonn Mobile

    By A Correspondent

     

    Karbonn Smart Mobile is the official sponsor of the Champions League Twenty20 currently being played in South Africa.

     

    Taproot has created series of TVCs which is currently on air, and there will be some digital and onground activities as well in the coming days, which are around the same idea, “Can you do two things at a time?”

     

    Shashin Devsare, Executive Director, Karbonn Mobiles explained, “Our superior quality ‘Duple series’ phone A21 is dedicated for dual core processors and is launched under the highly successful umbrella ‘Karbonn Smart’. We asked the agency to come up with a unique campaign so as to communicate the multitasking capabilities of dual core processors being used in Karbonn Smartphones. The creative message in the campaign is centric to Karbonn Smart’s new advertising positioning of connecting with Indian youth with offbeat, humorous & engaging messaging. We are confident that this new campaign will help us engage better with our consumers, enhancing the brand imagery for the smartphone segment in the market.”

     

    Santosh Padhi, Chief Creative Officer & Co-Founder, Taproot India said, “The challenge was to bring upfront the single-minded benefit (Dual Core Processor in the Duple Series Smart phones) basically what it does is, it allows you to do more than one thing at the same time. We took a interesting insight that’s relevant to youth, though youth is known for multitasking, but physical one cannot do two things at a time, hence the whole idea is you may fail to do two things at the same time but the new Karbonn Smart A21 won’t.”

     

    Manan Mehta, Managing Partner, Taproot India said, “This is our first campaign for Karbonn Smart. We were handed over an interesting brief where the target audience were teenagers. The truth about today’s young India is that they are comfortable living parallel lives at multiple levels. Their impatience combined with high ambitions have allowed the unlocking of potential markets, by creating opportunities to launch products that address their needs. The intent of this campaign was to reflect this very mindset of our impatient, multi-tasking audience and demonstrate the product benefit upfront in a rather amusing manner.”