Karbonn Mobiles has launched a campaign for its Ta-Fone tablets. The proposition for the TV commercial created by Taproot India is that with Ta-Fone’s multiple features, the youth can do away with their laptops.
The ad film shows various youth getting rid of their laptops, starting with a young man who tosses it into a lake. Another is shown throwing it instead of a discus at a sports arena. The film ends with newlyweds driving away, with a few laptop computers tied to their car getting dragged along.
Santosh Padhi, chief creative officer and co-founder, Taproot India, explained the rationale behind the ad. The insight is that with Ta-Fone, which ‘delivers more than what any laptop would,’ the youth needn’t lug a laptop along.
“Instead of just taking this true consumer insight forward, we decided to bring the youthful attitude and quirk, by showing youths getting rid of their laptops in their way, in style," said Padhi.
With a lot of players and messages in the category, there was a need for the communication to make the brand top of mind, he explained.
Shashin Devsare, executive director, Karbonn Mobiles, added, “With technology evolving every single day, it is time to ‘Go Smaller, Sharper and Smarter’.”
Agency: Taproot India
Creative directors: Santosh Padhi, Agnello Dias
Writers: Santosh Padhi, Pallavi Chakaravati
Production house: Asylum Films
Director: Razneesh Ghai