Campaign India Team
Aug 25, 2014

Flipkart-Karbonn underline value proposition

Watch the ad film conceptualised by Happy Creative Services

Flipkart-Karbonn underline value proposition

Flipkart is selling two models from Karbonn Mobiles exclusively. Promoting the offerings are two TVCs conceptualised by Happy Creative Services.

Both the films feature the phone being gifted to a family member. While the recipient thinks the phone is more expensive than it is. The person gifting it plays along without correcting the notion, until a third member of the family does the job.

One of the TVCs (above) features a husband taking out a smartphone from a suitcase and presenting it to his wife as a gift.  The wife picks up the phone with a shocked expression on her face and she asks her husband, "Mere liye? Sasta bhi chalta" (Is it for me? even a cheap phone would do). The husband looks back at her lovingly and responds saying, "Biwi pe kharcha nahi karunga, toh kispe" (if I don't spend on my wife, whom will I spend on). This is when their son, who dons the role of the devil’s advocate in the ad steps in. He looks at his mother and says,"Mama, yeh phone toh sirf Rs. 2699 hai (the phone is only for Rs. 2699). The man looks away, to escape the angry glares of his wife. A voice over introduces the Karbonn A50S.

The other film features a son gifting a phone to his father for his birthday. The visibly moved father asks him, "Yeh toh mehnga hoga na? (This must be expensive). Comforting his father, the son replies, "Aap ke liye kuch bhi" (Anything for you). The sonis exposed by his sister from across the table in this film.

Kartik Iyer, chief executive officer, Happy Creative Services, said, "We all like to give gifts to the ones we love. And sometimes hold back till we have the right amount to money for the perfect gift. These films subtly challenge the need to spend more to gain your loved one's adoration and unconditional joy. Its not just the phones that are getting smarter today, clearly the category itself is."

Credits

Client: Flipkart, Karbonn

Chief executive officer: Kartik Iyer

Chief creative officer: Praveen Das

Chief operating officer: Siddhartha Roy

Creative director: Naren Kaushik

Creative controller: Aswin Sridhar

Copy group head: Deepak M.

Account planning: Ravi Bhat

Group account director: Ameya Lokhande

Sr. account manager: Shruti Patkar

Account executive: Vatsala Jalan

Production house: Jamic Films

Director (film): Abhijit Sudhakar

Executive producer: Mekala Krishnaswamy

Associate producer: Akshay Uchil

 

Source:
Campaign India

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