MxMIndia

Tag: Shashin Devsare

  • In line with Karbonn's strong affinity for sports, the TVC went on air on Sep 22 during the India-New Zealand Test series

    Karbonn Mobiles launches new ad campaign for K9 Viraat

    By A Correspondent

     

    Karbonn Mobiles has launched a brand new ad campaign- “Thoda Bada Socho” for its newly launched– Karbonn K9 Viraat Smartphone. The TVC produced by Ronnie Lahiri, urges viewers to think big and not settle for mediocrity in a hilarious four-part commercial series. The TVC features comic actor Manoj Pahwa in various humorous avatars- as a cricketer, a husband, a recently promoted employee and also as a mother-in-law, who is left embarrassed because of his limited ambitions or inability to think Bada or big.

     

    In line with Karbonn’s strong affinity for sports, the TVC went on air on Sep 22 during the India-New Zealand Test series. The campaign, conceptualised and executed by Chapter Five, creates an analogy between thinking big with the Smartphone’s USP of big screen and 3D video viewing features catering to customer’s need for big entertainment. The core idea of the commercial resonates well the lifestyle and aspirations of today’s youth who prefers to live life king size.

     

    Said Shashin Devsare, Executive Director, Karbonn Mobiles: “India is a mobile first-country with over 60% video content been consumed on Smartphones. Karbonn K9 Viraat with 13.97 HD screen and 3D viewing capabilities makes it a perfect device for bringing in an enhanced video experience. We took a humorous approach to communicate this core USP of the device of the device roping in the highly talented ManojPahwa who brilliantly brought to the life all four of his characters who are belittled for their inability to think big. The TVC’s catchphrase- “ThodaBadaSocho” has varied interpretations including miserliness, narrow mindedness or lack of ambition and each of the connotations lend beautifully to the four highly relatable situations evoking a smile from the viewer.”

     

  • Taproot to devise a unique communication strategy to strengthen the brand imagery of Karbonn Mobiles in the domestic and global telecom market

    Karbonn Mobiles mandates Taproot for its creatives

    By A Correspondent

     

    Karbonn Mobiles, the leading mobile brand in Indian telecommunication eco-sphere, has announced the appointment of Taproot as its creative partner. Going forward, Taproot will focus on Karbonn Mobiles’ 360 degree creative and marketing communication.

     

    On having Taproot on board, Shashin Devsare, Executive Director, Karbonn Mobiles said: “We are happy to have Taproot as our creative partner. They will be responsible for providing 360 degree creative inputs on TV, Print, Digital and retail merchandising. After successfully creating a wider brand awareness and deeper penetration in domestic and international markets, our next step is to focus on solidifying the brand imagery of Karbonn Mobiles across markets. Taproot came across as the best choice, considering the innovative approach and understanding of the brief. Taproot has a track record for building iconic brand communication strategies for the best domestic and global brands. We are confident that our association with Taproot will help us engage better with our consumers. ”

     

    Karbonn Mobiles has now selected Taproot to build up strong brand imagery in Indian and global markets. The communication focus will be on smart product portfolio, and building up a distinctive niche for the smartphone and tablets segmentation in the Indian mobile market.

     

    Santosh Padhi, Co-founder & Chief Creative Officer, Taproot India said that the average age of Taproot India is about 24 years old and that perfectly fits the need of the solid, aggressive and youthful Indian brand called Karbonn Mobiles: “All the three parties – Karbonn, Taproot and our TG – are very young by nature and I feel that’s what will work in this relationship.”

     

    Karbonn Mobiles has also recently introduced its nuevo brand extension christened ‘Karbonn Smart’ under whose umbrella the new range of technologically advanced products from the stable will be marketed. Intended to become a one-stop-shop for all the technologically advanced needs of the highly enlightened Indian mobile consumer, the ‘Karbonn Smart’ eco-system will make them privy to all the technical and mechanized developments in the Indian mobile ecology.

     

    Manan Mehta, Managing Partner, TaprootIndia said: “There was no formal pitch involved in the whole process. We presented our credentials and shared our view on the brand’s way forward and decided to join hands. Karbonn Mobiles has demonstrated sturdy performance during the FY11-12 amidst intense competition. This is a proof of them being a true Indian brand and our inspiration to partner them.”