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Tapzo, an 'all-in-one' app brand has released its first TV campaign. We spoke to Ankur Singla, founder and chief executive officer, Tapzo, about it.
What would a guy do if he had to recharge his girlfriend's mobile phone, check the cricket score, read his horoscope for the day and book for a cab for his boss; all at the same time from his smartphone? Of course, he'd use different apps. But switching between apps would just slow him down.
Enter Tapzo, the all-in-one app that aggregates multiple categories of apps into one comprehensive platform; giving consumers access to 35+ applications without having to download any of them. Currently, partners such as, Uber, Ola, Swiggy, Zomato, Nearbuy and others are part of Tapzo.
We asked Singla the criteria for apps to be a part of Tapzo. He answers, "We take a close look at the daily life of our users and try to incorporate all those on our app."
Adding onto Tapzo's list of benefits, he says, "People are always running out of storage on their smartphone. Whether it is a low budget or high budget smartphone. Most of the apps end up competing with Whatsapp that takes the most space due to videos or photos. The user is in an unequal dilemma of either getting rid of Whatapp or some other apps. With Tapzo, he doesn't need to make that choice."
To promote the app, Tapzo has come up with three TV ads conceptualised by BBH India. The ads trace real life situations where people only need one app to address all their daily needs. The film's protagonists are known faces from the digital world, including YouTube actor Bhuvan Bam (BB Ki Vines), Amol Parashar (TVF Tripling) and Naveen Kasturia (TVF Pitchers).
Apart from the TVCs, the brand is also promoting its campaign through YouTube, Google, Facebook and radio. The core TG for the brand is male, 22-30 year olds, living in the top 10 cities of India with an income level ranging from Rs 25,000 to Rs 1,00,000 per month.
Tapzo belongs to a young segment of brands that are inherently intangible, mobile-first and driven by technology. When it comes to advertising these products on mass media, should the creative agency apply rules different to that applicable to FMCG or apparel products? Our digital expert answers...
He adds, "Every now and then, something or the other reminds us of things that need to be done. Tapzo has seamlessly tapped into this insight, and as a result, brought us a fun showcase of its use case scenarios. It'll now be interesting to see how this showcase can be brought alive using the digital space. For example, starting with a search based video response campaign on YouTube would be damn cool. It would give this thought a much more inclusive dimension and enhance the brands value in the eyes of the consumer."