New Delhi: With an increasing number of consumers joining the app bandwagon for their daily needs—be it cab hailing, food or bill payments the storage on smartphones is always running out leading to app uninstalls. App aggregator Tapzo aims to address this issue by allowing consumers access to more than 35 apps without downloading them. It has launched its first television campaign urging consumers to use Tapzo for various services and save memory, battery and data on their phones. Currently, it has partnered with apps firms such as Uber, Ola, Zomato, Faasos, Freecharge, Mobikwik, Airtel Money, debit and credit cards.
The company has earmarked Rs20 crore marketing budget to support the overall campaign.
Made by advertising agency, BBH India the campaign comprises three television spots featuring YouTube star Bhuvan Bam (BB Ki Vines), actors Amol Parashar (TVF Tripling) and Naveen Kasturia (TVF Pitchers). Similar in execution, the humorous films trace real life situations where Tapzo is positioned as the go to app for one’s daily needs. The objective of the campaign is to highlight different use cases of the app so that the consumers do not get confused about what the app does.
“As Indians, we thrive on chaos. Tapzo actually simplifies this craziness by making things more organized. The ‘stream of consciousness’ approach to the films was chosen to reflect the meandering of a mind in a humorous but still real way," said Russell Barrett, managing partner and chief creative officer, BBH India.
In a market where consumers tend to own smartphones with limited internal memory (typically between 8 and 16 GB), app uninstalls rate is one of the highest in India said Ankur Singla, chief executive, Tapzo. “Almost 80% of all apps get uninstalled within 90 days because of limited memory and high data costs. Storage is one of the biggest reasons behind app installs. This problem is real and relevant and therefore we have been working on single app platform for the last two years. With the increasing traction and interest, we decided to take the product to the mass market," he said.
The six-week long campaign is targeted at consumers between 22 and 30 years living in the top ten cities of the country. Singla claims that Tapzo has recorded over two million transactions across categories as of December 2016. With the mass media push, the company is aiming to inform and attract more users to its platform. It is targeting to clock 20 million transactions by the end of the year. The average ticket size of each transaction on Tapzo is around Rs200 with cab booking being the most used service followed by bill payment and food ordering. Currently, the app has three million installs.
Founded in 2009 as a complaint redressal forum called Akosha, the platform was re-launched as Helpchat which was a personal assistant platform with chatting feature. Eventually, it was pivoted as Tapzo in November 2016.
Talking about the campaign, John Thangaraj, executive planning director - North, FCB Ulka feels that the idea of using linkages to demonstrate different product utilities is a good one and the visual treatment is memorable to boot. “Sure, some of the linkages are weak (such as a bald head reminding you of headlines) but overall the campaign is tight and drives the message home. While all three films are great, a single viewing doesn’t quite seem adequate enough to drive home the message," he said. In his opinion, instead of packing too much information in a fairly tight 30 second spot, a more relaxed narrative may have done the brand and the overall storytelling more justice.