Taproot’s new TVC for Karbonn Mobile

27 May,2013

By A Correspondent


When Taproot was retained by mobile maker Karbonn as its agency some 10 months back, it was expected to bring in some ‘kamaal’ ke creatives.


There have been some interesting campaigns crafted like the one for the Duple series that showed users doing two things at a time and another which is currently on air for the Karbonn Titanium S5 that shows youth using some of the new age features of the phone in a quirky way.


For the Karbonn Ta-Fone tablet which is being billed as an alternative to the laptop, the TVC shows various youth throwing and getting rid of their laptops in some interesting situations.


Says Santosh Padhi, Chief Creative Officer and Co-founder, Taproot India, on the strategy: “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 the communication has to play a very important role, which we feel this TVC has the power to be on top of their minds.”


Says Razneesh Ghai, Director, Karbonn, on the TVC: “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 the make the spot look really contemporary and stylish keeping in mind the good work that is happening all across the globe.”



Agency: Taproot India 

Creative director: Santosh Padhi, Agnello Dias

Writer: Santosh Padhi, Pallavi Chakaravati

Production house: Asylum Films

Director: Razneesh Ghai


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