Tapzo, an all-in-one app, has rolled out its launch campaign. The campaign has been conceptualised by BBH India and consists of three TVCs. The agency bagged the account in December.
One film opens with a man sipping on a drink in a mall. He's on his phone as he sees children play with someone dressed as a donkey. As he looks at that, he remembers his friend is getting married and needs a gift for the same. He uses the Tapzo app on his phone to order one. This reminds him that there's only a day left to pay his internet bill. He uses the app again to pay it. This reminds him to check the score in an ongoing cricket match. He uses the app to check the same. He's then led to remember that he needs to get to his friend's bachelor party, and uses the app to book a taxi for the same. The film ends with the voice over introducing the Tapzo app, which has more than 35 apps within it.
Two more films follow a similar storyline.
Ankur Singla, CEO, Tapzo, said, “We are focused on simplifying digital living for the average Indian and that means finding uniquely Indian solutions for uniquely Indian problems. Our app is India’s first all-in-one app and the BBH team has created a campaign which helps us communicate the value proposition in a fun and crisp way.”
Russell Barrett, managing partner and CCO, BBH India, said, “Our idea reflects how a random observation can sometimes trigger a memory of something we've obviously forgotten to do. Tapzo, actually allows us to solve life's little problems before they become big ones. The 'stream of consciousness' approach to the films was chosen to reflect the meandering of a mind in a humorous, but still real way. We had a great team working on this project led by Sippy (our brilliant director), the hugely talented cast (made up of famous Youtubers) and the BBH teams led creatively by Sapna and Yohan."
Subhash Kamath, CEO and managing partner, BBH India, added, “It’s been an exciting assignment for us, right from the briefing to the pitch to the final execution of the work! They’re great clients to work with and buy good ideas. In a short period of a few weeks, this whole campaign has come to fruition.”
The films went on-air on 15 January 2017, during the India-England ODI and are part of a 360-degree campaign.