The account was previously handled by Brand David.
Manan Mehta, managing partner, Taproot India, said that there was no formal pitch involved in the whole process. "We presented our credentials and shared our view on the brand’s way forward, and decided to join hands," he added.
Besides building a strong image for Karbonn Mobiles in the Indian and global market, Taproot's mandate will be to create a distinctive niche for the brand's smartphones and tablets in India.
Shashin Devsare, executive director, Karbonn Mobiles, said, "We are happy to have Taproot as our creative partner who will be responsible for providing 360-degree creative inputs on TV, print, digital and retail merchandising. After successfully creating a wider brand awareness and deeper penetration in domestic and international markets our next step is now to focus on solidifying the strong brand imagery of Karbonn Mobiles across markets. For the same, Taproot successfully came across as the best choice considering the innovative approach and understanding of the brief. Taproot has a track record for building iconic brand communication strategies for the best of the domestic and global brands. We are confident that our association with Taproot will help us engage better with our consumers, creating strong brand imagery."
Santosh Padhi, co-founder and chief creative officer, Taproot India, said, "The average age of Taproot India is about 24 years old; that perfectly fits the need of one of the solid, aggressive and youthful Indian brands - Karbonn Mobiles. All the three parties here - Karbonn, Taproot and our TG - are very young by nature and I feel that's what will work in this relationship."
Karbonn Mobiles was recently in news for signing up as the title sponsor of fourth edition of Champions League Twenty20.