Karbonn Mobiles launches new ad campaign for K9 Viraat with comic actor Manoj Pahwa
Karbonn Mobiles, India’s leading Smartphone manufacturer, launched a brand new ad campaign- “Thoda Bada Socho” for their newly launched– Karbonn K9 Viraat Smartphone. The TVC produced by Ronnie Lahiri, the producer of acclaimed films including Vicky Donor and the newly released Pink, urges the viewers to think big and not settle for mediocrity in a hilarious four parts commercial series. The TVC features acclaimed 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. With a strong youth connect; it was premiered on digital prior to its official release on TV. The ad campaign conceptualised and executed by Chapter Five takes a fresh humorous approach by creating 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.
Shashin Devsare, Executive Director, Karbonn Mobiles said, “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 Manoj Pahwa who brilliantly brought to the life all four of his characters who are belittled for their inability to think big. The TVC’s catchphrase- “Thoda Bada Socho” 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.”