Throw away your laptop – there is a Karbonn Ta-Fone now
Conceptualised by Taproot, the TVC is a bold attack on the laptop category
BestMediaInfo Bureau | Mumbai | May 28, 2013
Karbonn Mobiles has come out with a new TVC for its Ta-Fone tablet which is a straight attack on the laptop category. The TVC is a very bold one as it shows youth throwing away or getting rid of their laptops in some interesting situations. Taproot has been working on the brand for the last 10 months, and has produced some of the popular work in this cluttered category, like the Duple series campaign which showed youth doing two things at a time.
Another campaign conceptualised the agency is the one that is currently on-air for the Karbonn Titanium S5, which shows youth using some of the new age features of the phone in a quirky way.
Santosh Padhi 'Paddy', Chief Creative Officer & Co-founder, Taproot India, said, “When there is a product like the Ta-Fone, which delivers more than what any laptop does, why should the youth carry such a burden on their shoulders? As it is there is too much on their shoulders these days. Instead of just taking this consumer insight forward, we decided to bring the youthful attitude and quirk by showing youth 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 would rather have something to offer and the communication has to play a very important role. We feel this TVC has the power to be on top of mind," Paddy added.
Shashin Devsare, Executive Director, Karbonn Mobiles, commented, “With technology evolving every single day, it is time to 'Go Smaller, Sharper and Smarter'. The arrival of Karbonn TA-Fone A37 HDoffers a galaxy of functionalities that a laptop cannot offer and brings to the consumer much more than what a laptop might ever do, right from 3G plus 2G voice calling, rear and front digital camera, 1GHz Dual-Core processor, Android Jelly Bean, a 3000 mAh battery, etc.”
Razneesh Ghai, Director, Karbonn Mobiles, added, "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 make the make the spot look really contemporary and stylish, keeping in mind the good work that is happening all across the globe."
/bmi/media/agency_attachments/KAKPsR4kHI0ik7widvjr.png)
Follow Us/bmi/media/post_banners/2568cae2c29add617da41bbde4c8efe54de7b4ab1d92b7cb6c1894266266d5c7.jpg)
/ "karbonn-ta-fone-tvc")