Karbonn has rolled out a new TVC titled, ‘I am the one’ for its new phone, the Titanium Mach One. The film has been conceptualised by ChapterFive Brand Solutions.
The film celebrates moments of triumph and accomplishment with its protagonists taking selfies and sharing these moments with the world.
The film begins with a shot of mountainside where a cycle racer breaks free from the peloton and races away to victory. He celebrates this by taking a selfie on his Karbonn phone. The film cuts to a shot of a scenic ocean where we see someone fall off their surfboard. An older man dives into the water to his rescue. After being rescued, they are then seen clicking the selfie. The film focuses on a rock climber who captures the moment with his Karbonn phone when he scales the rock face. A samba dancer at Carnival stops to take a picture and capture the moment.
The film ends with a voice over that says, “The new Karbonn Mach One. For the epic shot.”
Shashin Devsare, executive director, Karbonn, said, “The brief was to pitch 'the concept of Selfie' in a different way. Assuming Selfie as a moment of personal gratification and triumph, which creates a sense of pride in oneself. When a person gets that feeling he/she wants to celebrate it by capturing it and immortalising it. The aim was to creatively weave this “I Am The One” moment with Karbonn’s “Titanium Mach One” device showcasing how the device helps to capture and immortalise the high points of the consumers’ lives easily with innovative yet user-friendly smartphone technology. The commercial should effectively bring out the brand essence of 'celebrating simplicity' by endeavouring to improvise user experience by offering best in class technology, which is simplified enough to be adopted intuitively by the end consumer.”
Prateek Srivastava, co-founder, ChapterFive Brand Solutions Pvt. Ltd added, “The creative idea behind the TVC campaign was to showcase how one can capture his ‘I am the one’ moment with ease of technology. Since the idea was to highlight a sense of achievement and pride in oneself, the first approach was to create a story around exhilarating moments of people’s lives and personal gratification. Later, the product was incorporated into the concept as a vital ingredient to convert the story into a full-fledged idea. By creating ‘I am the one’ moment with creative storytelling backed by a hummable jingle (As sure as the rivers run…I’ll shine brighter than the sun…..I'm the one!), we conceptualised an awe-inspiring campaign that highlights brand’s zest for innovations and simplicity, thus offering moments of a lifetime. The campaign was shot in Cape Town, South Africa to go with the premium international design of the product besides, tapping into Karbonn’s customer-base in the country.”
Creative agency: ChapterFive Brand Solutions Pvt