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  • Taproot is Creative Agency of the Year at Adfest 2013

    MUMBAI: Taproot has become the first agency of Indian origin to win the ‘Creative Agency of the Year‘ title at Adfest. It took home a total of 11 metals including a Grand Prix for the agency’s ‘I am Mumbai’ campaign for Mumbai Mirror (in the Lotus Roots Category) and a gold for the same campaign in the Film category.

    Taproot, which was taken over by Japan‘s communication conglomerate Dentsu last year, has also won a Lotus Roots for its entry Abused Goddess (1-3 series) Save Our Sisters.

    The success of Taproot at Adfest 2013 signals the arrival of Indian agencies on the global map. “Nothing can be better than this for us at AdFest. Hope we continue our momentum and live up to our clients and industry expectation in the coming years as well,” says an elated Santosh Padhi, Co-Founder and Chief Creative Officer of Taproot India.

    In fact, it has been a healthy run for India at the Adfest. Says Scarecrow Communications founder director Manish Bhatt, “I think Taproot’s performance has been mind blowing. In fact, the country as a whole has put up a stellar show this year. I feel apart from the quality and quantity of work at these awards, what has tipped the scales in our favour is that we have more representation at the jury level. This way, the context of our work and the relevanace to our audience can be better explained and understood on the global stage.”

    The winning list includes McCann Worldgroup India which took home six metals and Leo Burnett India which bagged three metals. Grey Worldwide India, DDB Mudra Group, BBDO India and Contract Advertising India won two metals each, while Scarecrow India got one metal at the creative award festival.

    The winning entries are enlisted below:

    Sr.no Category Campaing Agency Mental
    1
    		 Press Lotus Visual Classified Times Classified Taproot India Mumbai Silver
    2
    		 Press Lotus Hands can‘t be trusted – House Wife / Hands can‘t be trusted – Scientist Videocon Mobile McCann Worldgroup India Mumbai Bronze
    3
    		 Press Lotus 7 Abused Goddess 1-3 Save Our Sisters Taproot India Mumbai Bronze
    4
    		 Press Lotus Horn/Bell/Duck Volkswagen Passat DDB Mudra Group Mumbai Bronze
             
    5
    Interactive Lotus
    Harmonium Love Mohan Music Palace
    Webchutney New Delhi
    Bronze
             
    6
    Design Lotus
    Green Fold Killer Jeans
    Grey Worldwide India Mumbai
    Silver
    7
    Design Lotus
    Strip the Summer Killer Jeans
    Grey Worldwide India Mumbai
    Silver
    8
    Design Lotus
    Donate More Red Cross
    Taproot India Mumbai
    Bronze
             
    9
    Print Craft Lotus
    God ATSS
    McCann Worldgroup India Mumbai
    Silver
    10
    Print Craft Lotus
    Country side Bar/Fish Market/Toilet Nima Bartan
    Taproot India Mumbai
    Bronze
    11
    Print Craft Lotus
    Camouflage Toilet/Camouflage Kitchen Bajaj Exhaust Fans
    Leo Burnett India Mumbai
    Bronze
    12
    Print Craft Lotus
    Face 1/Face 2/Face 3 Prayas Bharti Trust
    Taproot India Mumbai
    Bronze
    13
    Print Craft Lotus
    Abused Goddess 1-3 Save Our Sisters
    Taproot India Mumbai
    Silver
             
    14
    Film Craft Lotus
    IPL- Carnival BCCI
    Bang Bang Films Mumbai
    Silver
    15
    Film Craft Lotus
    Giving is Magic
    ICICI Bank Corcoise Films Mumbai
    Silver
    16
    Film Craft Lotus
    Morphy Richards – Corruption Morphy Richards Juicers
    Contract Advertising Mumbai
    Silver
             
    17
    Direct Lotus
    The Pissing Letter Diastix
    BBDO Mumbai
    Silver
             
    18
    Film Lotus
    I Am Mumbai, Mumbai Mirror
    Taproot India Mumbai
    Gold
    19
    Film Lotus
    Bindi/Aarti Yatra.com
    McCann Worldgroup India Mumbai
    Silver
    20
    Film Lotus
    Morphy Richards
    Contract Advertising Mumbai
    Silver
    21
    Film Lotus
    Mrs. Pinto Panasonic SmooSpeak Video Door Phone
    Scarecrow Communications Mumbai
    Bronze
    22
    Film Lotus
    Girl Child Kaun Banega Crorepati (Who Wants to be a Millionaire)
    Leo Burnett India Mumbai
    Bronze
    23
    Film Lotus
    Fox Movies Subtitles Fox Movies
    Taproot India Mumbai
    Bronze
    24
    Film Lotus
    IPL – Carnival BCCI
    Bang Bang Films Mumbai
    Bronze
             
    25
    Outdoor Lotus
    Franklin Gandhi/Queen Mao/Lincoln Fahd Western Union Money Transfer (Two Dimensional large/Highway Billboards)
    McCann Worldgroup India Mumbai
    Silver
    26
    Outdoor Lotus
    Franklin Gandhi/Queen Mao/Lincoln Fahd Western Union Money Transfer (Best of Financial)
    McCann Worldgroup India Mumbai
    Silver
    27
    Outdoor Lotus
    JFK/Elvis/Rosewell Paper Shredder
    DDB Mudra Group Mumbai
    Bronze
    28
    Outdoor Lotus
    ReCycled CD‘s Rolling Stone
    Taproot India Mumbai
    Bronze
             
    29
    Radio Lotus
    Toothpaste/Diaper Reliance Digital TV
    Leo Burnett India Mumbai
    Bronze
             
    30
    Lotus Roots
    I Am Mumbai, Mumbai Mirror
    Taproot India Mumbai
    Grand Lotus Roots
    31
    Lotus Roots
    Abused Goddess 1-3 Save Our Sisters
    Taproot India Mumbai
    Lotus Roots
    32
    Lotus Roots
    Bindi/Aarti Yatra.com
    McCann Worldgroup India Mumbai
    Lotus Roots
             
    33
    Effective Lotus
    You Shave, I Shave Gillette
    BBDO Mumbai
    Effective Lotus
             
    34
    Special Awards
    Agency of the Year
    Taproot India Mumbai
     

     

  • NourishCo gives creative mandate to Taproot & Dentsu Marcom

    MUMBAI: NourishCo Beverages, the JV between Tata Global Beverages and PepsiCo India, has awarded its creative duties to two Dentsu Group companies, Taproot India and Dentsu Marcom, following a multi-agency pitch.

    NourishCo has three brands: Tata Gluco+ (a glucose based drink), Himalayan Natural Mineral Water and Tata Water Plus (nutrient Water). The two agencies will be jointly handling the creatives for all three brands.

    NourishCo Beverages chief executive officer and managing director Pratik Pota said, “NourishCo is excited to have appointed the Dentsu-Taproot combine as our creative agency. We were impressed with their understanding of the brief and strategic approach at the pitch process.”

    Dentsu India Group executive chairman Rohit Ohri said, “This is a very important win for us on many counts. First, this is a great opportunity for the Dentsu Group to partner NourishCo on their exciting new phase of growth in India. Second, it’s the first pitch where Taproot and a Dentsu group company have collaborated. This win strengthens my belief that we have a winning model at work. Third, this win strengthens our group’s relationship with PepsiCo, India.”

    “We are happy to have won the account. This will be the first time that Dentsu and Taproot will come together as a team. We have great faith that through our combined strengths in creative and planning we will be able to associate closely with the brand and explore ways to communicate the brand promise / benefit of ‘Nutrient Water’,” Taproot India’s co-founder Agnello Dias added.

    The JV between Tata Global Beverages and PepsiCo India was formed in 2010. NourishCo aims to provide meaningful hydration solutions in the non-carbonated, ready-to-drink beverages segment in India and around the world.

  • Pallavi Chakravarti joins Taproot as associate creative director

    MUMBAI: Taproot India has appointed Pallavi Chakravarti to the post of associate creative director. This is the first senior hiring in the creative department since Taproot India started. She will be based in Mumbai and will report to the co-founders and chief creative officers Agnello Dias and Santosh Padhi. Her previous stint was with Grey Worldwide.

    Chakravarti has eight years of experience in the field and has worked with Saatchi & Saatchi, JWT and Grey before joining Taproot India. She has worked on brands like Rin, Bajaj Allianz, Nutrine, Vimal, Diageo, Ariel, Head & Shoulders, Reliance Communications, Leela Group, IndianOil, Bharat Petroleum, cleartrip.com, AXN and SOTC.

    “Apart from both of us, there is a powerful team of 30 odd people who have played a huge role in what Taproot India is today, because we have been hand picking people personally as apart from great work we try and make sure the person is a great human being as well.” said Santosh Padhi “While hiring it was very important for us to make sure the person fits into the existing culture seamlessly,” said Dias.

  • Dentsu shops in India, takes 51% stake in Taproot

    Dentsu shops in India, takes 51% stake in Taproot

    MUMBAI: Japanese advertising giant Dentsu is on a shopping spree. After snapping up UK-based media buying company Aegis in July for $4.9 billion, Dentsu has taken a controlling 51 per cent stake in creative agency Taproot to step up its expanding footprint in India.

    Founded by Agnello Dias and Santosh Padhi, the young Indian agency has grabbed the limelight with creative campaigns like ‘Har Ek Friend Zaroori Hota Hai‘ and ‘Joh Tera Hai Who Mera Hai‘ for Airtel and ‘Change the Game‘ for Pepsi. This year in Cannes, Taproot won a Gold Lion at Cannes along with Ramesh Deo Productions for the ‘I Am Mumbai‘ film for Times Group‘s publication ‘Mumbai Mirror.

    Says Dentsu India Group executive chairman Rohit Ohri, “Taproot has, very quickly, become one of the most respected communication agencies in India. In fact, Aggie and Paddy are globally recognised and celebrated creative talents. We are delighted that they have chosen to partner with Dentsu. This alliance will give a significant fillip to our growth plans for India. Our collective vision is not to be the biggest but to be the best in the industry.”

    Partnering with Dentsu will enable Taproot to offer a more comprehensive bouquet of services to their clients and across larger market geographies. The Indian agency has 33 full-time employees and a roster of clients such as PepsiCo, Airtel, The Times of India, Polycab, Marico, Karbonn Mobiles, Myntra.com, Mumbai Mirror, Nirma, DSP BlackRock Mutual Fund, UTV Bindass, and UTV Stars.

    Taproot will continue to operate independently under the management control of its current leadership. “We will ensure that Taproot’s independent spirit and fiercely creative culture stays intact. It will just have a lot more firepower added through integrated communication execution capability and an all-India network,” Ohri says.

    Taproot has been exploring options to get a strategic partner that would provide it funding and expansion opportunities. Says Dias, “While we are doing alright on the creative front, we felt that we needed to add a bit more logistical and service capabilities across markets. With Dentsu as our partner we feel we can scale up several areas of our operations very quickly without losing what has been working for us so far.”

    Adds partner Padhi, “Most importantly, we are assured that this alliance will be mutually beneficial to Taproot India and also to each one of its employees going forward, without changing our creative offering or the nature of the relationships we share with all our clients.”

    In january 2011, Dentsu had expressed its ambitions to grow fast in India by buying out its local joint venture partner to take full control. The price: $2.4 billion for Sandeep Goyal-promoted Mogae Media‘s 26 per cent stake each in Dentsu Communications, Dentsu Marcom and Dentsu Creative Impact.

    A wholly owned subsidiary of Dentsu Inc., Tokyo, the Dentsu India Group comprises three standalone full-service advertising agencies—Dentsu Communications, Dentsu Marcom and Dentsu Creative Impact—as well as Dentsu Media and Dentsu Digital.

    Also Read :

    Dentsu to acquire Aegis for $4.9 bn

    Young Indian indies can bloom under consolidation wave

    Dentsu buys out JV partner in India

  • 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.

  • Taproot launches new division TRIP

    MUMBAI: Taproot is launching a new division, Taproot India Plus (TRIP).

    TRIP, headed by Purushottam Joshi, will handle creative execution and services, specialising in non – mass media and production activities for the advertising, publicity and marketing industry.

    The new division will be based out of Mumbai but the agency’s multi city network tie ups will support national level requirements too.

    Joshi, a partner in TRIP, will be leading it as a director and will be the face of this unit with an experienced team under him.

    Joshi said, “There is a disconnect between what kind of state-of-the-art technology available in the market versus what’s being used or rather how it‘s being used to reach consumers. In fact he is positive that ventures like TRIP can bridge the divide between brands and consumer across non mass-media touch points in a more relevant and effective way”

    The division will not only talk about the standard BTL but every single experience point where a brand has a connect with its consumer, for example POS, brand signage, in-shop displays, merchandise, exhibitions and events.

    Taproot India co-founder Santosh Padhi said, “The industry spends on retail / on-ground/ merchandise are already steep but sadly, the quality needs to improve much more to honestly justify those spends. The industry has moved ahead quite a bit on film production in last five years with our television work looking far better than what it was a decade back. But we are yet to do the same in other areas”.

    Taproot India chief creative officer Agnello Dias added, “This sort of service does exist in international markets where once the big idea is arrived at, the creative services execution team, with their practical knowledge of on-ground and retail space takes the idea forward in a more engaging, entertaining and effective way. To the extent that at times most clients do brief these set of team independently like one does to a research or a digital agency”.

    Joshi has over 25 years of experience in the advertising and print industry. He has worked in agency networks such as JWT, Euro RSCG and Mudra.

  • Taproot and BBH are India entries to Film Craft Lions shortlist

    MUMBAI: Two Indian entries have made it to the Film Craft Lions shortlist at this year’s Cannes Lions Festival: BBH India’s ‘Tanjore’ for Google Chrome and Taproot India’s ‘I am Mumbai’ campaign for The Times of India Group.

    BBH India has qualified in the sub category Art Direction. The ad is a part of Google Chrome’s ‘The web is what you make of it’ campaign.

    The campaign follows the real story of a local from Tanjore, G Rajendran, who strived to keep alive the dying art of Tanjore paintings. As a part of his mission, he created his own website to facilitate his business/art and other Google products to promote himself. The commercial communicates how the oldest Indian art form collaborated with the most modern marketplace to keep itself relevant and used it effectively to thrive and survive in today’s fast-paced world.

    Taproot’s ‘I am Mumbai’ campaign consists of a series of stories featured in the paper compiled in one film. It touched upon current events like the politically-motivated university ban of Rohinton Mistry’s book, the milk adulteration fiasco, the horrifying hell of the kavda orphanage and the fight against illegal political posters destroying our cityscape. The idea was to communicate that every morning one voice – the tabloid Mumbai Mirror – makes sure the many voices in the city are heard. The campaign has been shortlisted in the Direction sub category.

    Of the 1721 entries received, 131 have been shortlisted in the category this year. There were 41 entries from India in the Film Craft Lions category, eight more than last year’s 33 entries.

  • Taproot is India’s only entry in the Titanium and Integrated Lions shortlist

    MUMBAI: It is a small-sized creative agency from India that has made it to the elite list of entries for the Titanium prize. Taproot is the sole Indian shortlisted entry at Cannes Lions 2012 in the Titanium and Integrated category.

    The agency got shortlisted for its campaign ‘A Day in Life of India‘ for The Times of India newspaper.

    The brief was to capture the unusual, the irreverent, the bizarre, the inspiring, the sense-boggling side of this crazy contrast in cultures, religion, food, language and more that goes by the name of India. It targeted every single Indian from across the length and breadth of the second most populated country in the world.

    The strategy was to start the largest crowd-sourcing initiative this country has ever seen to amass the sights, smells and sounds that capture what is perhaps the most maverick, eccentric nation on earth and park them all at one place: www.day.in.

    Thus, simply logging on would give the visitor a glimpse into A Day in the Life of India – the slogan of the English newspaper which, at over 175 years old, has been a fly on the wall of the largest democracy in the world. Not to mention, the most chaotic.

    www.day.in, the main campaign website, received over 150,000 video, audio and audio-visual entries at the time of going to press. The contests had to result in the world‘s longest shortlist – over 5,000 nominations and by the time all the winners were chosen, the site became the go to place for everything that‘s quirkily yet quintessentially Indian.

    The agency began a nationwide call to action – through a launch film to upload pictures, videos, cartoons, slogans, songs and more that best captured the chaotic reality of modern day India. The film captured the dramatic impact on social, political, moral, religious and civic life wreaked by an escaped circus elephant. Over the next few months, many campaigns targeted amateur and professional photographers and movie makers, cartoonists, musicians, poets, advertising agencies and most of all, the common man. It ended with the world‘s longest shortlist and prize winners that went on to win contests all over the world.

  • Taproot is the only Indian competitor in Films Lions

    MUMBAI: Taproot India‘s campaign ‘I am Mumbai‘ for Bennett, Coleman & Co is the only Indian entry shortlisted in the Film category at this year‘s Cannes Lions. It is one of the 257 entries shortlisted globally.

    Taproot‘s entry has been shortlisted in the ‘Publications and Media category‘. A total of 56 entries from India went to Cannes Lions for Media Lions this year.

    In the previous year‘s edition India saw two shortlists – DDB Mudra and JWT India – both of which converted into metals with both agencies winning a Bronze Lion.

    Ogilvy & Mather worldwide chief creative officer Khai Meng Tham is the jury president and JWT Delhi executive creative director Priti Kapur is the Jury Member from India in the category this year.

    The winners will be announced on the evening of 23 June, along with the Film Craft Lions, Branded Content and Entertainment Lions and Titanium and Integrated Lions.

  • Taproot creates ad campaign for Myntra.com

    Taproot creates ad campaign for Myntra.com

    MUMBAI: Myntra.com, an e-commerce company, has launched a new brand campaign that focuses on the theme “Real life mein aisa hota hai kya”.

    Conceptualised by Taproot India, the campaign was led by Taproot India chief creative officer Agnello Dias and managing partner Manan Mehta.

    The campaign conveys a message that online shopping is more convenient. There are story lines like – ‘no waiting queues but the virtual service waiting for you’ and ‘product trials at the comfort of your home’.

    The online shopping portal seeks to expand their customer base even further with this new campaign.

    Directed by Prashant Issar, the ad film has been produced by Radhika Sawhney from Tubelight Films.

    Dias said, “Myntra.com is clearly one of the country‘s most comprehensive online fashion stores. The idea was to communicate the unique benefits that Myntra.com offers by transposing those advantages on real life shopping which if possible would be quite an incredulous thing. But obviously, it‘s only possible on Myntra.com.”

    There was a considerable amount of confusion on whether Myntra.com was a fashion apparel brand or a fashion apparel destination.

    “We were facing this dual challenge of not only establishing Myntra.com as an online shopping portal for fashion apparels and accessories, but also helping Indian consumers navigate through their inherent inertias of shopping online,” Mehta averred.

    The campaign aims to amplify the key product offerings – Cash on Delivery, Free Home Delivery and 30 Day Return Policy in a manner that reflects ease of shopping online and helps burst category barriers.

    The television commercial showcases a real life depiction of youths shopping at a mall and extrapolating the same to an online scenario (showcasing the advantages of online shopping over offline). “With the establishment of the e-commerce industry, the greatest challenge is to educate and captivate the audience on the positives the realm holds. With a film that centers on perks of online shopping, we believe the message will be driven home”, Myntra.com sales head and co-founder Ashutosh Lawania said.

    Myntra.com’s product range includes merchandise from some of the world’s “most popular” brands and spans across categories from clothes to shoes to accessories.