Karbonn's S9 is all about millions of colours

Conceptualised by Taproot, the TVC focuses on a  wide variety of colours and HD display features of the smartphone

Sohini Sen | Mumbai | October 11, 2013

Click on the image to watch the TVC.

Karbonn Mobiles has launched a campaign to mark the release of their new smartphone model - Karbonn S9. The S9 has a 5.5' HD IPS display because of which Karbonn promises that it is a visual treat for users as this product has been engineered for ultimate big-screen viewing. With a 720p display, watching movies and videos, surfing internet, reading E-books and playing HD games would be an absolute pleasure. The in-built Android 'Jelly Bean' 4.2 makes the device a joy to experience. It also boasts of a 13 MP auto-focus rear camera and a 5MP front-camera, making it apt for video chats and self-portraits.

Keeping all these features in mind, and letting the HD display take centrestage, Taproot India has created this campaign which is all about colours.

"This was a real challenging brief, as there have been many TVCs made to demonstrate colours for more than 20-odd years for many sorts of screens. We knew that unless it is visually dramatic, no one would be interested in seeing one more TVC on a colour phone; we knew if we fail it will be a complete blind spot. Our energy was equally put behind the track which complimented the visuals and the energy of the TVC," said Santosh Padhi, Chief Creative Officer & Co-Founder, Taproot India.

The TVC opens with a young couple in their house. While they move around, colours explode, bringing attention to the picture quality. The scene changes to a music band's rehearsal where again, anything that they touch burst into a frame of bright colours. A skateboarders' meet sees a similar fate. The voiceover then announces: 'The Titanium S9 – with 16 million colours'.

The campaign was launched during Karbonn Champions League which will continue to run for another 4-6 weeks on GECs and youth channels. The TV campaign is supported with print, outdoor, activation and digital support.

"For our latest flagship device, the Karbonn Titanium S9, a cutting-edge device which redefines colours by offering 16 million colour output palate. The messaging through the commercial has been communicated very beautifully and in an elegant way," said Shahin Devsare, Executive Director, Karbonn.

“This film required an innovative approach to bring out the idea which is all about 'colours'. Though it may look pretty simple but we really had a tough time shooting these blasts live on the sets in the limited time we had to deliver the film," commented Razneesh Ghai, Director, Asylum.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: Taproot India

Creative Director: Santosh Padhi, Agnello Dias

Writer: Santosh Padhi

Director: Razneesh Ghai

Production House: Asylum

Sohini.Sen@BestMediaInfo.com

Info@BestMediaInfo.com