Taproot India releases new TVC for Karbonn Mobile

A very bold take on the recent TVC for Karbonn Ta-Fone (tablet) which is straight attack on the laptop category, the tvc shows various youth throwing/ getting rid of their laptops in some interesting situations, Taproot has been working on the brand since last 10 months, they have produced some of the popular work in this cluttered category, like the Duple series campaign which showed youth doing two things at a time, one of their recent campaign apart from this which is on air is the Karbonn Titanium S5, which shows youth using some of the new age features of the phone in a quirky way.

Santosh Padhi - Chief Creative Officer & Co-founder, Taproot India
"When a product like the TA Fone, which delivers more than what any laptop would do, why will the youth carry such a burden on him, as it is there is too much on their shoulder these days.
Instead of just taking this true consumer insight forward, we decided to bring the youthful attitude and quark, by showing youths 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 rather have something to offer and specially the communication has to play a very important role, which we feel this TVC has the power to be on top of their minds"

Shashin Devsare - Executive Director Karbonn Mobiles “With technology evolving every single day, it is time to ‘Go Smaller, Sharper and Smarter’.  The arrival of Karbonn TA-Fone A37 HD offers a galaxy of functionalities that a laptop cannot offer and brings to the consumers much more than what a laptop might ever do, right from 3G + 2G voice calling, Rear & Front Digital Camera, 1GHz Dual-Core processor, Android Jelly Bean, a 3000 mAh battery etc.”

Razneesh Ghai (Director) "I think with this spot we have managed to create a profound, original TVC. It was quite a challenge to shoot in around Bombay and the make the spot look really contemporary and stylish keeping in mind the good work that is happening all across the globe."

Credits

Agency: Taproot India

Creative director: Santosh Padhi, Agnello Dias

Writer: Santosh Padhi, Pallavi Chakaravati

Production house: Asylum Films

Director: Razneesh Ghai