Karbonn Mobiles launches new ad campaign for K9 Viraat

26 Sep,2016

By A Correspondent


Karbonn Mobiles has launched a brand new ad campaign- “Thoda Bada Socho” for its newly launched– Karbonn K9 Viraat Smartphone. The TVC produced by Ronnie Lahiri, urges viewers to think big and not settle for mediocrity in a hilarious four-part commercial series. The TVC features 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. The campaign, conceptualised and executed by Chapter Five, creates 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.


Said Shashin Devsare, Executive Director, Karbonn Mobiles: “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 ManojPahwa who brilliantly brought to the life all four of his characters who are belittled for their inability to think big. The TVC’s catchphrase- “ThodaBadaSocho” 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.”


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