Taproot bags creative mandate for Karbonn Mobiles

The agency will focus on the company's 360 degree creative and marketing communication.

Mobile handset brand Karbonn Mobiles, a joint venture between Delhi-based Jaina Group and Bengaluru-based UTL Group, has handed over the creative duties of the brand to Taproot India. The agency will provide 360 degree creative inputs on TV, print, digital and retail merchandising.

The incumbent on the account is Brand David, Ogilvy India's third agency. Brand David had worked on this account for about two years, and designed the cheeky television commercial rolled out late last year for the Android A1 phone, which took an overt dig at the price of the Apple iPhone.

In an official communiqué, Shashin Devsare, executive director, Karbonn Mobiles, says, "After creating wider brand awareness and deeper penetration in domestic and international markets, our next step is now to focus on solidifying the strong brand imagery of Karbonn Mobiles across markets. For the same, Taproot successfully came across as the best choice considering the innovative approach and understanding of the brief."

Santosh Padhi, co-founder and chief creative officer, Taproot India, says, "The average age of Taproot India is about 24 years, which perfectly fits the need of one of the solid, aggressive and youthful Indian brands called Karbonn Mobiles. All the three parties here – Karbonn, Taproot and our TG (target group) – are very young by nature and I feel that's what will work in this relationship."

Manan Mehta, managing partner, Taproot India, says, "Our partnership presents an opportunity to take Karbonn Mobiles to the world and at Taproot India, we hope to build this brand that will find a place in the consumer's heart and also, their hands."

Karbonn Mobiles recently introduced its new brand extension christened 'Karbonn Smart'. The new range of technologically advanced products from the stable will be marketed under this umbrella.

For the record, in the past three years, Karbonn Mobiles has also undertaken various initiatives to create brand awareness and gain brand loyalty. This includes associations with Indian Premier League, SAFF and Champion League T20. It has also sponsored entertainment properties such as STAR Screen Awards and Sach ka Saamna.