Taproot creates its first campaign for Karbonn Mobile

Karbonn Smart Mobile is the official sponsor for the Champions League Twenty 20 which is currently being played in South Africa and being broadcasted in more than 20 nations.

In India the Champions League Twenty 20 is being telecast through Star Cricket.  Other countries telecasting the sport include  Australia – Fox Sports, Sub Saharan and South Africa –Supersport, New Zealand – SKY TV, Pakistan – Ten Sports, Middle East and North Africa – Cric One, Europe and UK – Eurosport, USA – ESPN3, Caribbean – ESPN, Bangladesh, Sri Lanka, Nepal, Bhutan, Maldives – Star Cricket, Papua New Guinea – Hitron, Hong Kong – PCCW, Singapore – Singtel, China & Macau – Star Sports.

It is Taproot’s first campaign for Karbonn Mobile which was gifted to them by the latter two months back. Taproot has created a series of TVCs beginning Saturday 13th October 2012 and they still continue to be on air.  The digital and on ground activities are expected to be initiated soon and will be evident in the coming days. The TVC’s are around the idea, “Can you do two things at a time?” stressing on the multi tasking factor.

Shashin Devsare, Executive Director, Karbonn Mobiles explained, “Our superior quality ‘Duple series’ phone A21 is dedicated for dual core processors and is launched under the highly successful umbrella ‘Karbonn Smart’. We asked the agency to come up with a unique campaign so as to communicate the multitasking capabilities of dual core processors being 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, humorous & engaging messaging. We are confident that this new campaign will help us engage better with our consumers, enhancing the brand imagery for the smartphone segment in the market.”

Santosh Padhi, Chief Creative Officer & Co-Founder, Taproot India said, “The challenge was to bring upfront the single-minded benefit (Dual Core Processor in the Duple Series Smart phones) basically what it does is, it allows you to do more than one thing at the same time. We took a interesting insight that’s relevant to youth, though youth is known for multitasking, but physical one cannot do two things at a time, hence the whole idea is you may fail to do two things at the same time but the new Karbonn Smart A21 won’t.”

Director of the tvc, Piyush Raghani has this to say about the campaign: "The brief and scripts were to show that not everyone can do two things at a 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 over an interesting brief where the target audience were 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 have allowed the unlocking of potential markets, by creating opportunities to launch products that address their needs. The intent of this campaign was to reflect this very mindset of our impatient, multi-tasking audience and demonstrate the product benefit upfront in a rather amusing manner.”

Campaign Credits:

• Client: Karbonn Smart Mobile
• Agency: Taproot India
• Writer: Santosh Padhi
• Art Director: Santosh Padhi
• Creative Director: Santosh Padhi & Agnello Dias
• Account Management: Manan Mehta & Naved Punjabi
• Production House: Old School Films
• Director: Piyush Raghani
• Producers: Surashmi Basu & Annie Sukheswala
• Director of Photography: Deepti Gupta
• Editor: Karen Falcao
• Music: Dhruv Ghanekar