Karbonn builds new campaign around multi-tasking abilities

Two months after getting the creative mandate of the brand, Taproot India has created a campaign for Karbonn Smart Mobile.

Consisting of three short films, the campaign illustrates how youngsters, Karbonn Mobiles' target group, are incapable of physically doing two unrelated things at the same time.

The idea is showcased with the aid of three instances - one where a youngster is trying hard to put thread inside a needle while running on the treadmill; second where a bloke is attempting to shave his face while playing drums and ends up hurting himself; third where a lad is managing cooking jalebis with one hand while trying to play with his table-tennis ball with the other. Each film concludes that while it might be an impossible feat to physically do two things at the same time, Karbonn Smart Mobiles allows multi-tasking for the user.

Watch the other two ads here (the story continues below)

Shashin Devsare, executive director, Karbonn Mobiles, said, "We asked the agency to come up with a unique campaign so as to communicate the multi-tasking capabilities of dual core processors used in Karbonn Smartphones. The creative message in the campaign is centric to Karbonn Smart’s new advertising positioning  of 'connecting with Indian youth with offbeat, humorous and engaging  messaging'."

Santosh Padhi, chief creative officer and co-founder, Taproot India, added, "The challenge was to bring upfront the single-minded benefit of a dual core processor in the duple series smartphones. It allows you to do more than one thing at the same time. We took an interesting insight that's relevant to the youth. Though youth is known for multitasking, but physically one cannot do two things at a time. Hence, the whole idea is you may fail to do two things at the same time but the new Karbonn Smart A21 won't."

Manan Mehta, managing partner, Taproot India, stated, "We were handed over an interesting brief where the target audience were the teenagers. The truth about today’s young India is that they are comfortable living parallel lives at multiple levels. Their impatience combined with high ambitions have allowed the unlocking of potential markets, by creating opportunities to launch products that address their needs. The intent of this campaign was to reflect this very mindset of our impatient, multi-tasking audience and demonstrate the product benefit upfront in a rather amusing manner."

Unplugged moments:

The films were shot in a single day schedule at Film City, Mumbai. Interestingly, Padhi was trying to multi-task himself while at the shoot. "While supervising the shoot, I was simultaneously working on another brief on Karbonn Smart which was equally urgent. Let's see if I have managed to do justice to both," he  recollected.

Piyush Raghani, director of the films, quipped, "The brief and scripts were to show that not everyone can do two things at a time. But to make these films we did more than a few things at a time and managed not to screw it up."

Credits:

Client: Karbonn Smart Mobile
Agency: Taproot India
Writer: Santosh Padhi
Art director: Santosh Padhi
Creative director: Santosh Padhi, Agnello Dias
Account management: Manan Mehta, Naved Punjabi
Production house: Old School Films
Director: Piyush Raghani
Producers: Surashmi Basu, Annie Sukheswala
Director of Photography: Deepti Gupta
Editor: Karen Falcao
Music: Dhruv Ghanekar