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Tag: Taproot

  • Taproot to handle Airtel’s Data Services campaign

    MUMBAI: Following the success of “‘har friend zaroori hai, yaar” campaign conceptualised by Taproot India, Airtel has entrusted the creative agency with one more campaign.

    The agency has bagged the creative mandate for Airtel Data Services‘ campaign following a multi-agency pitch.

    JWT is the creative AoR (Agency on Records) for Airtel while Taproot India has been hired on a project basis.

    Airtel had also taken its “har friend zaroori hai, yaar” campaign to the next level with the launch of an online viral campaign at its YouTube channel. Taproot India had created 20 videos for the digital campaign, inspired by ‘friend types‘ or tags created by the online audience on Facebook during an outreach programme initiated by Airtel earlier.

  • Taproot creates new TVC for Fox Movies Premium

    MUMBAI: For an Indian ad agency, this can be a moment of pride. Taproot has created a new television campaign for Fox Movies Premium, the rebranded channel which is not available in India.

    The campaign aims at communicating that Fox Channel offers a wide range of foreign movies with regional languages.

    Fox Movies Premium is an Asian movie channel owned by Fox International Channels. On 1 January, Star Movies was rebranded as Fox Movies Premium and available in Hong Kong and selected Southeast Asian countries.

    In India, China, Vietnam, Middle East, Taiwan and the Philippines, the Star Movies brand will remain. It is available in Singapore, Hong Kong, Malaysia, Indonesia, Mongolia, Papua New Guinea, Philippines, Fiji and Thailand.

    Shot in Bangkok, the ad film is targeted at the Thai market.

    Taproot India chief creative officer and co-founder Santosh Padhi, “The brief was very simple to communicate that Fox Channel now offers subtitle free movies, so the product promise is generic, the challenge was how to say it in a way that one Fox Channel is on the top of the mind, we thought whatever we say it has to me entertaining in the first place, which is why one watches the movies, hence a humor approach, Since it’s targeted for Thai audience, so the second challenge was not just humor, but very distinctive humor as they are known for their mad humors, we decided to highlight the problem, the whole idea of the campaign or creative device is based on a simple behaviour of the a person who watches movies with subtitles

    Taproot India managing partner Manan Mehta added, “English language channels had struck a chord with the audience in non English speaking markets due to subtitling. Of course the next sphere of offering was the regional feed. This allowed the English channels to be relevant and come more closer to their audience. Thus, this campaign was conceptualised with the brief of making the audience aware that Fox Channel is available in South East Asia in regional language.”

  • Size Does Not Matter Curry-Nation – Director Priti Nair

    Size Does Not Matter Curry-Nation – Director Priti Nair

    2011 has been good for independent agencies with a whole bunch of them sprouting in the year.

    The trend actually started three years back. Taproot. Cartwheel. Scarecrow. And what you witnessed was a fantastic new advertising culture emerging.

    The market is ready and willing for smaller non-network driven agencies. The big and small marketers are willing to experiment and are quite happy actually to have smaller agencies as their partners.

    Overall, it was an enormously encouraging place for you to start on your own if you wanted to. And that is how in 2011 there were more of us – indies as the media call us – coming up.

    The advertising world seems to be coming a full circle .The trend that happened many years ago suddenly stopped. It continued in other parts of the world, but not in India. With most Indian agencies selling stake, full or part, I am glad it is back.

    What is it that is letting the clients find ways around alignments and also breaking the self-created rule of working with big names only?

    Primarily I feel it is the partnering, the passion and the closely knit teams with which smaller agency set ups approach the business and the brands.

    And finally you don’t really deal with organisations, you deal with people. If the same people that you dealt with before and were happy with what they delivered for you, then how does it matter if they are in a small or a large agency? Also as small start-ups, you automatically work harder and harder and there are no goof ups whatsoever because there is no longer any cushioning or complacency. I guess all these factors combined make small start-ups an equally attractive option.

    It has been an amazing experience for Curry-Nation. We already have 10 brands with us. And have also done projects for four other brands. It was a good and solid foundation.

    Size has stopped bothering us. It is now about quality, service, partnerships and output.That is what matters. And that is what should have mattered all along.

    So last year for us was all new. A combination of getting talent, winning clients and working like close knit family that has got together. Evolving new ways of working, creating your culture. We got talked and written about.

    Now is the second year and the challenge is even bigger. Because once the ‘newsiness’ on your newness dries out, it is only your work that will make you stand shoulder to shoulder with the biggies. Taproot has done an admirable job. It is an agency we look up to in terms of what they have achieved over the last few years after starting.

    And there are our bold clients who have made the call, broken norms, put aside big agency repute myths and stood by us. Their faith is what made us smile everyday through last year and made us feel that we are on the right track.

    So we do salute the year that went and welcome 2012 with open arms as we step into the second year of our business.

     

  • Day 2: 51 nominations for Indian agencies

    Day 2: 51 nominations for Indian agencies

    MUMBAI: The Cannes Lions International Festival of Creativity has announced the second set of nominations in the categories of Outdoor, Media, Radio, Press, Cyber and Design.

    Indian agencies got a total of 51 nominations. However, none was chosen in the Cyber Lions.

    In terms of total number of nominations, Mudra Communications led the pack with twelve nominations, followed by McCann Worldgroup and BBDO with eight recommendations each — sprinkled across disciplines.

    Mudra Communications dominated the Design and Press categories with six recommendations each . Three nominations came for its campaign — Dwarf Depression created for Loving Hands Ministry.

    McCann Worldgroup‘s different campaigns created for its lost love, Onida, got a total of five nominations in various categories.

    Moreover, 19 nominations came from the Press group alone, followed by 11 in the Design and the Outdoor Lions categories. In Media Lions seven campaigns were chosen worthy.

    The Outdoor category saw Taproot and Joshbro Communications getting three nominations each.

    In the Radio Lions, only McCann, for three of its campaigns, was found creative enough to be chosen.

    BBDO dictated the Media Lions category with three nominations, including one for the hit Shave Sutra campaign, in the best consumer engagement sub-category.

    With fresh nominations, Indian shortlists at Cannes Lions 2011 now stand at 67.