The business was won in a multi-agency pitch. The incumbent agency was Ogilvy
BestMediaInfo Bureau | Delhi | August 13, 2012
Close on the heels of winning creative duties for Marico's Set Wet, Taproot India has won Karbonn Mobiles creative mandate. Taproot will focus on Karbonn Mobiles’ 360 degree creative and marketing communication.
The business was won in a multi-agency pitch. The incumbent agency was Ogilvy.
While Karbonn Mobiles has already marked its foot prints in domestic and global markets as the fastest growing mobile brand by creating huge brand awareness in a short span of three years, the company has now selected Taproot to build up a strong Brand Imagery in Indian & Global market. While shortlisting Taproot amongst the best of creative agencies with domain expertise, the communication focus will be on the smart product portfolio, and to create a strong imagery of Brand Karbonn along with building up a distinctive niche’ for the smartphone and tablets segmentation in the highly engaged Indian mobile market.
Speaking on having Taproot on board, Shashin Devsare, Executive Director, Karbonn Mobiles said, “We are happy to have Taproot as our creative partner who 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 now to focus on solidifying the strong brand imagery of Karbonn Mobiles across markets. For the same, Taproot successfully 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 of the domestic and global brands. We are confident that our association with Taproot will help us engage better with our consumers, creating strong brand imagery. ”
Santosh Padhi, Co-founder & Chief Creative Officer, Taproot India said, “The average age of Taproot India is about 24 years old that perfectly fits the need of one of the solid, aggressive and youthful Indian brand called brand Karbonn Mobiles. All the three parties here Karbonn, Taproot and our TG are very young by nature and I feel that's what will work in this relationship, it's quite obvious when bunch of youth come together, right?”
Manan Mehta, Managing Partner, Taproot India 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.” He further added that”Karbonn Mobiles has demonstrated sturdy performance during the FY11-12 amidst intense competition. This is a proof of them being a true blue blooded Indian brand and has been our inspiration to partner them. Our partnership presents an opportunity to take Karbonn Mobiles to the world and at Taproot India, we hope to build this brand that will find a place in the consumer’s heart and also, their hands.”
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.
Karbonn Mobiles with an edge of innovative brand building strategies like interacting with the consumers at ground level, strategic tie ups with high visibility events etc; understands the Indian consumer psyche effectively and develops products according to their needs.
In past three years Karbonn Mobiles has also undertaken various initiates to create the brand awareness and to gain brand loyalty with most popular sports of the subcontinent like Indian Premier League, SAFF, Champion League T20 etc. which has proved to be a great platform to reach out to the audience, giving the brand an opportunity to connect with the consumers at a massive scale by sponsoring entertainment properties like Star Screen Awards, Sach ka Saamna, enhanced the brand’s popularity and announced Karbonn Mobiles’ intentions of climbing to the top.