TapRoot India has bagged the creative and marketing duties of Bangalore-based mobile handset brand Karbonn Mobiles. TapRoot is mandated to devise a unique communication strategy to strengthen the brand imagery of Karbonn Mobiles in the domestic and global telecom market.
Confirming the development to exchange4media, Shashin Devsare, Executive Director, Karbonn Mobiles said, “We are happy to have TapRoot as our creative partner. It will be responsible for providing 360 degree creative inputs on TV, print, digital and retail merchandising. After successfully creating a 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. TapRoot came across as the best choice considering the innovative approach and understanding of the brief.”
He added, “TapRoot has a track record for building iconic brand communication strategies for the best of the domestic and global brands. We are confident that our association with Taproot will help us engage better with our consumers, creating strong brand imagery.”
In an earlier interview, Devsare had said that the company will up its marketing spends by over 30 per cent this year. Karbonn Mobiles was spending Rs 150 crore last year and is expected to cross Rs 200 crore this year. The company is expecting its market share to reach to 10 per cent in financial year 2012-13. It was at six per cent in 2011-12.
Prior to this, the business was handled by Ogilvy’s second agency brand – Brand David. ZenithOptimedia is the media agency on the business.
Santosh Padhi, Co-Founder and Chief Creative Officer, TapRoot India said, “The average age of TapRoot India is about 24 years old. This perfectly fits the need of one of the looked upon Indian aggressive and youthful brand called Karbonn Mobile. Both Karbonn and TapRoot are very young by nature and I feel that’s what will work for the brand.”
Karbonn Mobiles is a joint venture between Delhi-based Jaina Group and Bangalore-based UTL Group. The company has been a key spender on major cricket properties including the Indian Premier League.
Manan Mehta, Managing Partner, TapRoot India said, “There was no formal pitch involved in the whole process. We presented our credentials and shared our view on the brand’s way forward and decided to join hands.”
He further added that Karbonn Mobiles has demonstrated sturdy performance during the FY11-12 amidst intense competition. “This is a proof of them being a true blue blooded Indian brand and has been our inspiration to partner them. Our partnership presents an opportunity to take Karbonn Mobiles to the world. At TapRoot India, we hope to build this brand that will find a place in the consumer’s heart and also their hands,” said Mehta.
For the record, Jaina Group started out as a distributor of mobile handsets around 15 years ago. It continues to distribute HTC in South Asia including India, and Motorola and LG in India. The UTL Group, a multi-division telecom group, has interests that span across manufacturing, services and distribution. These two Indian telecom majors joined forces in March 2009 to launch Karbonn Mobiles.
Karbonn Mobiles has also recently introduced its nuevo brand extension christened ‘Karbonn Smart’ under whose umbrella the new range of technologically advanced products from the stable will be marketed. Intended to become a one-stop-shop for all the technologically advanced needs of the highly enlightened Indian mobile consumer, the ‘Karbonn Smart’ eco-system will make them privy to all the technical and mechanised developments in the Indian mobile ecology.