Taproot on board as Karbonn Mobiles creative partner

MUMBAI: Mobile brand Karbonn Mobiles has chosen Taproot as its creative partner. The agency will be in charge of the brand‘s 360 degree creative and marketing communication including TV, print, digital and retail merchandising.

Taproot will also be responsible for building up a strong brand imagery in Indian and global market. The communication focus will be on the smart product portfolio, and to create a strong imagery of brand Karbonn along with building up a distinctive niche for the smartphone and tablets segmentation in the highly engaged Indian mobile market.

Karbonn Mobiles executive director Shashin Devsare, said, "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. For the same, Taproot successfully came across as the best choice considering the innovative approach and understanding of the brief. 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. "

Taproot India co-founder and chief creative officer Santosh Padhi said, "The average age of Taproot India is about 24 years old that perfectly fits the need of one of the solid, aggressive and youthful Indian brand called brand Karbonn Mobiles. All the three parties here Karbonn, Taproot and our TG are very young by nature and I feel that‘s what will work in this relationship, it‘s quite obvious when bunch of youth come together, right?"

Taproot India managing partner Manan Mehta 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 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 has also recently introduced its brand extension christened ‘Karbonn Smart‘ under whose umbrella the new range of technologically advanced products from the stable will be marketed.

Over the past three years Karbonn Mobiles has also undertaken various initiates to create the brand awareness and to gain brand loyalty with by tying up with sporting events like Indian Premier League, SAFF, Champion League T20 and by sponsoring entertainment properties like Star Screen Awards, Sach ka Saamna.

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