Top Story

e4m_logo.png

Home >> Advertising >> Article

Karbonn launches new ad campaign for its K9 Viraat series

26-September-2016
Font Size   16
Karbonn launches new ad campaign for its K9 Viraat series

Karbonn Mobiles has launched a brand new ad campaign- “Thoda Bada Socho” for their newly launched– Karbonn K9 Viraat Smartphone. The TVC produced by Ronnie Lahiri, the producer of acclaimed films including Vicky Donor and the newly released Pink, urges the viewers to think big and not settle for mediocrity in a hilarious four parts commercial series. The TVC features acclaimed comic actor – Manoj Pahwa in various humorous avatars- as a cricketer, a husband, a recently promoted employee and also as a mother-in-law, who is left embarrassed because of his limited ambitions or inability to think Bada or big.

 In line with Karbonn’s strong affinity for sports, the TVC went on air on Sep 22 during the India-New Zealand Test series. With a strong youth connect; it was premiered on digital prior to its official release on TV. The ad campaign conceptualised and executed by Chapter Five takes a fresh humorous approach by creating an analogy between “thinking big” with the Smartphone’s USP of big screen and 3D video viewing features catering to customer’s need for ”big” entertainment. The core idea of the commercial resonates well the lifestyle and aspirations of today’s youth who prefers to live life king size.

 Shashin Devsare, Executive Director, Karbonn Mobiles said, “India is a mobile first country with over 60% video content being consumed on Smartphones. Karbonn K9 Viraat with 13.97 HD screen and 3D viewing capabilities makes it a perfect device for bringing in an enhanced video experience. We took a humorous approach to communicate this core USP of the device of the device roping in the highly talented Manoj Pahwa who brilliantly brought to life all four of his characters who are belittled for their inability to think big. The TVC’s catchphrase- “Thoda Bada Socho” has varied interpretations including miserliness, narrow mindedness or lack of ambition and each of the connotations lend beautifully to the four highly relatable situations evoking a smile from the viewer.”

You can watch the TVCs here:

https://www.youtube.com/watch?v=L29Y5k9Xhfs

https://www.youtube.com/watch?v=JnEm616npZY

https://www.youtube.com/watch?v=-AmMQ7F4vZE&feature=youtu.be

Tags

Sidharth Gupta, Co-founder, Treebo talks about their outdoor campaign ‘Perfect stay or don’t pay’, what prompted this bold advertising move, its targeting, and the metrics that the brand utilizes to measure the efficacy of such a campaign

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

The announcement regarding this was made on Twitter by Sukumar Ranganathan, Editor-in-Chief, Hindustan Times, and Shekhar Gupta, Founder, The Print

The website promises to bring fast, reliable, insight-rich analysis in times when the readers are flooded with ‘breaking news’, and great conversations among an elite community of opinion leaders

The network has based its claim on Broadcast Audience Research Council (BARC) all India data (U+R) from April 2017 to March 2017 (full year average)