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Tag: Manan Mehta

  • Mr Mehta joins as Head of Business – India and Senior Vice President at technology-led digital company Razorfish

    Razorfish gets Taproot’s Manan Mehta to launch India biz

    By A Correspondent

     

    Manan Mehta

    Technology-led digital company Razorfish has announced the appointment of Manan Mehta as Senior Vice President and Head of Business – India. Mr Mehta joins Razorfish from Taproot where he was Managing Partner and a founding member of Taproot India. His mandate will be to introduce and establish Razorfish in India and put together an A-team to run client operations.

     

    Speaking on his appointment, Mr Mehta said, “The opportunity to impact client’s business by combining cutting edge technology with creativity has compelled me to take up this assignment with Razorfish.” He further added, “In India, businesses at large have started acknowledging the active role that digital and technology can play in building their brands, and are gearing up to embrace this new world order. In fact, there are organizations that have started institutionalizing social thinking across departments. I have always admired Razorfish’s work, and today I am really excited to be part of the team.”

     

    Kanika Mathur, Managing Director, Razorfish said, “Manan is an enterprising young professional with solid fundamentals about business and brands. His experience in the field of advertising and communication will be a huge asset for Razorfish in providing focus and driving growth for us in India.”

     

    Recently, Publicis had announced the entry of the Razorfish in India with the acquisition of Neev Technologies, which would now operate as Razorfish Neev. Saurabh Chandra, CEO, Razorfish Neev said, “Manan spearheading Razorfish’s India business focus is going to be a great asset for us. His understanding of what brands want and need to succeed in India is superlative. Together with Razorfish Neev’s technical strengths this is a winning combination.”

     

    Mr Mehta, a Post Graduate from Xavier Institute of Communication, Mumbai (XIC), has worked with Brand David (then RMG David) in Delhi and Mumbai. He then moved to Leo Burnett, Mumbai, where apart from handling key brands as Brand Partner, he was also assigned additional responsibilities of Leo Entertainment as Business Head and Arc worldwide as Retail Director. From Leo Burnett he moved to Taproot India as a founding member in the capacity of Managing Partner. He has worked on numerous brands across various categories such as Pepsi, Mountain Dew, 7Up from PepsiCo’s stable. Coca-Cola, Thums Up, Minute Maid and Maaza from Coca-Cola regional business, Airtel, Set Wet, Hair & Care, Tata Capital, Myntra.com, Times Of India, Mumbai Mirror, GQ, Conde Nast, Reliance Mutual Fund, Reliance Capital, Sony Entertainment Television, Reliance Mobile, Cox & Kings and LG.

     

  • Taproot to devise a unique communication strategy to strengthen the brand imagery of Karbonn Mobiles in the domestic and global telecom market

    Karbonn Mobiles mandates Taproot for its creatives

    By A Correspondent

     

    Karbonn Mobiles, the leading mobile brand in Indian telecommunication eco-sphere, has announced the appointment of Taproot as its creative partner. Going forward, Taproot will focus on Karbonn Mobiles’ 360 degree creative and marketing communication.

     

    On having Taproot on board, Shashin Devsare, Executive Director, Karbonn Mobiles said: “We are happy to have Taproot as our creative partner. They will be responsible for providing 360 degree creative inputs on TV, Print, Digital and retail merchandising. After successfully creating a wider brand awareness and deeper penetration in domestic and international markets, our next step is to focus on solidifying the brand imagery of Karbonn Mobiles across markets. Taproot 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 domestic and global brands. We are confident that our association with Taproot will help us engage better with our consumers. ”

     

    Karbonn Mobiles has now selected Taproot to build up strong brand imagery in Indian and global markets. The communication focus will be on smart product portfolio, and building up a distinctive niche for the smartphone and tablets segmentation in the Indian mobile market.

     

    Santosh Padhi, Co-founder & Chief Creative Officer, Taproot India said that the average age of Taproot India is about 24 years old and that perfectly fits the need of the solid, aggressive and youthful Indian brand called Karbonn Mobiles: “All the three parties – Karbonn, Taproot and our TG – are very young by nature and I feel that’s what will work in this relationship.”

     

    Karbonn Mobiles has also recently introduced its nuevo brand extension christened ‘Karbonn Smart’ under whose umbrella the new range of technologically advanced products from the stable will be marketed. Intended to become a one-stop-shop for all the technologically advanced needs of the highly enlightened Indian mobile consumer, the ‘Karbonn Smart’ eco-system will make them privy to all the technical and mechanized developments in the Indian mobile ecology.

     

    Manan Mehta, Managing Partner, TaprootIndia 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. Karbonn Mobiles has demonstrated sturdy performance during the FY11-12 amidst intense competition. This is a proof of them being a true Indian brand and our inspiration to partner them.”