Karbonn Mobiles seeks creative partner

Mobile handset brand Karbonn Mobiles, a joint venture between Delhi-based Jaina Group and Bengaluru-based UTL Group, is looking for a creative agency. The process that began less than a week ago is still in its nascent stages.

Until recently, Ogilvy India's third agency Brand David was in charge of the creative duties for Karbonn Mobiles. The agency had been working on this account for almost two years now.

Recently, Brand David created a memorable piece of communication for the brand. The cheeky TVC rolled out late last year for the Android A1 phone took an overt dig at the price of the Apple iPhone.

The ad followed exactly the same format and execution of the then-recent Apple ad and a voiceover artist mocked Apple in a tongue-in-cheek manner. The film served to position Karbonn Mobiles' Android A1 phone as one that is no less than any other brand in the smartphone category.

Through this effort, Karbonn Mobiles, a brand that calls itself the 'gate-crasher Indian brand in the highly competitive mobile handset market', played the affordability card and targeted the urban youth.

It remains to be seen how the brand's communication and positioning are affected by the new creative agency.