TapRoot coins ‘Pass and Timepass’ for Micromax

TapRoot India has launched its first campaign for Micromax Tablet Funbook, highlighting the educational & entertainment aspects of the product

e4m by Deepika Bhardwaj
Published: Jun 15, 2012 7:55 PM  | 2 min read
TapRoot coins ‘Pass and Timepass’ for Micromax

After clinching the creative mandate for Micromax Tablets, TapRoot India has launched its first campaign for Micromax Funbook, highlighting the educational and entertainment features of the product.

Micromax launched Funbook in Indian markets in April this year. The device is targeted at 67 per cent (close to 20 million) of the total urban youth population in India that aspires to own a computing device for learning and fun. Taking forward the idea of education and entertainment, TapRoot’s campaign for Funbook projects the tablet as a perfect tool for pass (help in studies) and time pass (loaded with entertainment).

“Fun and education are two important elements of a youth’s life; they always try to balance between what they ‘have to do’ and what they ‘want to do’. With the launch of Funbook, we are offering a smart solution to solve this dilemma, and we believe that Funbook will help create a balance between the two,” said Deepak Mehrotra, CEO, Micromax, talking about the unique aspects of the product.

The campaign comprises four TVCs with different situations in each. Apart from the three 20 second ads, there is a 40 second version that combines various situations together. The idea is to convey that you can learn as well as have fun with your computing device.

Pondering over the creative process followed to execute the campaign, Agnello Dias, Founder and Chief Creative Officer, TapRoot India said, “For TapRoot India, it has been a superb challenge to crack the demanding 20 seconder format for this mass market which democratises technology at an amazing price (just over Rs 6000). Given the breakthrough product USP – academics and entertainment in one piece – the communication strategy literally wrote itself. All we had to do was capture the concept in a single thought which ‘Pass bhi hoga, time pass bhi hoga’ does so succinctly in the song and answers campaign.”

Take a look at the 40 second and 20 second TVCs here:

It may be noted that Lowe Lintas is the creative agency on record for Micromax. However, the creative mandate for Tablets was won by TapRoot India.

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