Taproot creates multi-tasking imagery for Karbonn Mobiles
The central idea of the films is that Karbonn smartphones enable the user to do two things at the same time!
BestMediaInfo Bureau | Delhi | October 16, 2012
Taproot India, which had won the Karbonn Mobiles creative business two months back, has come out with the first campaign for the handsets brand. Karbonn Smart Mobile is the official sponsor of the Champions League Twenty20 championship currently being played in South Africa. The event is being broadcast in more than 20 countries.
Taproot has created a series of three TVCs that have gone on air since last Saturday. There will be some digital and on-ground activities as well in the coming days built around the central idea "Can you do two things at a time?" The storylines of the TVCs show a young guy trying to shave while playing drums and ends up hurting himself; a youngster trying to put a thread inside a needle while running on the treadmill; and another youngster trying to make jalebis with one hand while trying to play with a table-tennis ball with the other.
Shashin Devsare, Executive Director, Karbonn Mobiles, said, “Our superior quality 'Duple series' phone A21 is dedicated for dual core processors and has been launched under the highly successful umbrella 'Karbonn Smart', an eco-system that caters to consumers who want to experience quality smartphones. Hence, we asked Taproot to come up with a unique campaign that would communicate the multi-tasking capabilities of dual core processors 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, humourous and engaging messaging'. We are confident that this campaign will help us engage better with our consumers, enhancing the brand imagery for the smartphones segment in the market.”
Santosh Padhi, Chief Creative Officer & Co-Founder, Taproot India, explained, “The challenge was to bring upfront the single-minded benefit (dual core processor in the Duple series smartphones). Basically, it allows you to do more than one thing at the same time. We took a interesting insight that's relevant to the youth – multitasking – even though physically one cannot do two things at a time. Hence, the idea is that you may fail to do two things at the same time but the new Karbonn Smart A21 won't.”
Piyush Raghani, Director of the film, said, “The brief and scripts were meant to show that not everyone can do two things at the same time. But to make these we did more than a few things at a time and managed not to screw it up!"
Manan Mehta, Managing Partner, Taproot India, said,“This is our first campaign for Karbonn Smart. We were handed an interesting brief where the target audience comprised 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, has allowed the unlocking of potential markets by creating opportunities to launch products that address their needs. The intent of this campaign is to reflect this mindset of an impatient, multi-tasking audience and demonstrate the product benefit upfront in an amusing manner.”
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