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Tag: Santosh ‘Paddy’ Padhi

  • Into a wake-up call for the entire ad industry

    W+K on Kyoorius awards initiative

     

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    A post shared by kyoorius (@kyoorius)

    This yea, Kyoorius Creative Awards has introduced a special initiative to empower younger, growing agencies. For the first time, participants whose entries don’t make it past the first round of judging have a special incentive – they will get back 50% of their entry fee, per entry. This is also the year when newer kinds of participation are being encouraged, be it for regional or pharma.

    Kyoorius’s agency, Wieden+Kennedy India, felt this was an apt opportunity to take this brief to the next level. Said Santosh ‘Paddy’ Padhi, CCO of Wieden + Kennedy India: “Kyoorius has grown beyond an award, it has become the industry’s voice. That’s why this year’s campaign isn’t just about the award, it’s about addressing the uncomfortable realities in advertising and igniting the change it needs.”

    Added Rajesh Kejriwal, Founder of Kyoorius: “When I heard of Paddy’s brainchild, ‘Give Back’, it struck a chord with me. I know the world of Indian advertising is going through its toughest challenges and if we all don’t take ownership of our problems, if we don’t introspect and evolve, then who will?”

    Said Yogesh Rijhwani, ECD of W+K Mumbai: “Our creative team found a way to express each hard-hitting message through some stunning typography, which has become the visual voice of the campaign. We enjoyed the love, especially for craft, in the comments sections of these posts.”

  • W+K = Wieden+Kennedy

    W+K boosts Hero MotoCorp’s EV brand Vida

    By Our Staff

     

    With its entry into the EV market last year in October 2022, Vida and its electric scooter Vida V1 is all set to raise the bar with a national launch across multiple cities with its creative platform Make Way conceptualized by Wieden+Kennedy India.

     

    Commenting on the campaign, Santosh ‘Paddy’ Padhi, Chief Creative Officer, Wieden+Kennedy India, said: “It was important for us to set a unique tone and personality for brand VIDA, within the Hero family and also in the category. While other brands are still selling the EV category, we decided to up the game by tapping into the new age mindset and behaviour in our narratives. The brand film is an ode to the changemakers who made this world more meaningful, while we kept VIDA V1 at the core of our narratives. In both films, the casual, candid, slice of life storytelling was well captured by both the directors, it was much needed for us to be energetic, effortless and authentic as these are some of the pillars the brand is built upon.”

     

  • To help expand its presence in India

    Ayesha Ghosh joins Wieden+Kennedy as MD, India

    By Our Staff

     

    Ayesha Ghosh
    Ayesha Ghosh

    Wieden+Kennedy has appointed Ayesha Ghosh as Managing Director for India. Ayesha, who will be based in Mumbai, will partner with Santosh “Paddy” Padhi. Ghosh joins the agency after six years at Taproot Dentsu, where she was CEO, based in Mumbai.

     

    Wieden+Kennedy recently began expanding its presence in India, moving into Mumbai with the hire of Padhi and now Ghosh. Previously the agency had been established in Delhi since 2007, over the years building some of India’s most exciting brands including IndiGo Airlines, Royal Enfield, and the government of India.

     

    Santosh “Paddy” Padhi
    Santosh “Paddy” Padhi

    Said Ghosh: “It’s astonishing how W+K consistently produces off-the-charts work, across the world. I hope to absorb some of that genius and with the help of a talented team in India and an ace like Paddy, create some genius of our own. With scattered attention, infinite distractions, only work that is honest and primal, will win for brands. And that’s what we mean to do.”

     

    Added Padhi (Paddy), Chief Creative Officer, Wieden + Kennedy, India: “I’m glad Ayesha is joining us to be part of this wonderful journey. She is absolutely blunt and honest when it comes to work, which is extremely important these days for our business. Clients too prefer to have conversations that cut to the chase. Ayesha and I have worked closely together for a good number of years at Taproot, we understand and complement each other. An organisation is known by the kind of people that work for it and both of us will be focusing on putting together a crazy, talented bunch of people, across departments. And we believe that magic will follow.”

     

  • To help expand agency to Mumbai

    Santosh ‘Paddy’ Padhi joins Wieden+Kennedy as CCO

    By Our Staff

     

    Wieden+Kennedy has hired Santosh ‘Paddy’ Padhi as Chief Creative Officer for India. The hire also means an expansion for the independent creative agency into Mumbai, where Padhi will build out the shop’s second India location. Wieden+Kennedy has been established in Delhi since 2007, over the years working on brands loike IndiGo Airlines, Royal Enfield, and the Government of India.

     

    Said Padhi: “W+K have always raised the creative product of our industry for the last 3-4 decades, they were one of my inspirations when Taproot was set up. I have always believed creativity is the core of our business—W+K has proven that consistently with fearless creative work on a variety of brands. I’m very excited, it’s a great opportunity for me to take this vibrant legacy brand forward and build the next chapter of creative excellence out of India. In a business like ours you are as good as the kind of people you have on board—there are some wonderful minds in Delhi and I’m once again fortunate to hand pick some more wonderful people to join us and expand our presence into Mumbai.”

     

    Added Karl Lieberman, Wieden+Kennedy Global Chief Creative Officer: “Paddy is a transformative creative leader with an impressive track record building creative companies and brands, and making work that is really centered in culture. We feel lucky to have him join us at a time when we really want to connect further to the creative people and culture in India. We are excited about the future of Wieden+Kennedy in India”

     

  • The paper has literally cancelled out words like Corona, Covid-19, pandemic, quarantine, lockdown, death etc across all 16 pages of its June 10 edition

    FPJ launches Mission Cancel Corona with a special edition

    By A Correspondent

     

    For a while now, the Mumbai-based Free Press Journal and Taproot Dentsu have been innovating with the paper and the masthead on special days and occasions.

     

    Today, the creative agency has used the entire paper as a canvas to send the message that the “collective fight against Covid-19 will be successful only when we cancel out each and every Covid-19 case from India.” Hence, the paper has literally cancelled out words like Corona, Covid-19, pandemic, quarantine, lockdown, death etc across all 16 pages of its June 10 edition.

     

    Abhishek Karnani

    Said Abhishek Karnani, Director, Free Press Journal: “We began extensively covering Covid crisis through the epaper when the physical paper could not be delivered. Now that physical copies are welcomed back in homes, we felt it was important for us to reconnect with our readers by not just providing information but also making sure it impacts their behaviour positively. We believed the idea will be received well, and even though it seemed simple enough, it was a challenge to pull it off in real time on the printing press table”

     

    Santosh Padhi

    Added Santosh ‘Paddy’ Padhi, CCO and Co-founder, Taproot Dentsu: “Since the last year or so, Taproot has partnered with FPJ and created some impactful creative work and we are quite thrilled about the simplicity of this idea and how seamlessly it has allowed us to weave the message, which happens to be an important warning, into the product itself. It is an apt example of how print has the potential for innovation, without trying too hard.”

     

     

  • “The last five special editions have seen us changing our masthead to draw the nation’s attention to issues that deserve to be addressed, notes a communique

    Free Press changes masthead for Education Day

    By A Correspondent

     

    We didn’t know it was World Education Day today. Thankfully Free Press Journal reminded us of that with Free School, the sixth issue of special editions conceived by Taproot Dentsu. “The last five special editions have seen us changing our masthead to draw the nation’s attention to issues that deserve to be addressed, noted a communique, adding: “We started this movement on August 29, 2019, National Sports Day, by changing our 90-year-old brand name to Free Sports; followed by Free Food on World Food Day (October 16); and Free Child on Children’s Day (November 14); Free Farmers on Farmers’ Day (December 23). And today, we want to shine the spotlight on a fundamental human right – education.”

     

    Said Abhishek Karnani, Chairman Director of the Free Press Journal group: “Though we are in the business of journalism, we want to focus on addressing the issues at hand. Education is a very important factor in the economic development of any country. Since the early days of independence, India has focused on improving the literacy rate. Even today, the government runs many programmes to promote primary and higher education in India. We thought this is our way of shedding light on and starting a conversation around this issue.”

     

    Added Santosh ‘Paddy’ Padhi, Chief Creative Officer and Co-Founder of Taproot Dentsu: “I’m happy that we’re now publishing our 6th special edition. The last five had us tackling five different issues. And this one is no different. I’d like to thank the Free Press Journal team for helping bring this idea to life by reaching out to concerned contributors to address the issues and ensuring that we give space to different points of view.”