Campaign India Team
May 27, 2013

Karbonn Ta-Fone tells youth to ‘throw away’ their laptops

Watch the ad film created by Taproot India

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’.” 

Credits

Agency: Taproot India 

Creative directors: Santosh Padhi, Agnello Dias

Writers: Santosh Padhi, Pallavi Chakaravati

Production house: Asylum Films

Director: Razneesh Ghai

Source:
Campaign India

Related Articles

Just Published

2 days ago

Pay-TV industry to witness marginal revenue drop in ...

Besides revenue contraction, the pay-TV operators will also likely experience a higher pressure on their margins, the rating agency notes.

2 days ago

Publicis buys identity firm Lotame as Arthur Sadoun ...

CEO outlined client examples in 23-minute video presentation.

2 days ago

Gender bias in ads costs more than just reputation—I...

Gender inclusivity isn’t optional—it’s essential. Brands that embed equity into their DNA don’t just sell products; they reshape cultural narratives.

2 days ago

'Creativity is not bound by age, it only evolves ...

Haymarket Media's managing director for Asia gets candid on navigating stigma, ageism, and the challenges women face ahead of International Women's Day and Campaign's inaugural 50 Over 50 awards.