MxMIndia

Tag: Taproot

  • McCann Worldgroup won the coveted Grand Prix at Spikes Asia

    McCann gets a Grand Prix at Spikes

    By A Correspondent [updated]

     

    McCann Worldgroup’s India office has reasons to bring out the bubbly. At Spikes Asia which concluded in Singapore on Tuesday, its entry for ATSS Keyless Entry System won a Grand Prix in the Design category.

     

    Before we gush further, the bad news. India drew a blank in the following categories:

    Branded Content & Entertainment, Creative Effectiveness, Digital, Direct, Integrated Winners, Mobile, Promo & Activation and Radio.

     

    Back to McCann (MWG)’s winnings, there are 8 metals that the folks bring back. The tally for Ogilvy is 8, Ramesh Deo Productions is 5 and Taproot is 4. (note: the earlier report had grave errors given that the calculation was based on each individual entry in the table below. Campaigns typically have to be clubbed together. Note: in the table below Ogilvy has bagged two Outdoor golds for its Philips campaign. We deeply regret the error – Ed).

     

    See the three tables to see how Indian agencies and advertisers fared.

     

    Winner by Category

     

    Winner by Entrant Company

     

     

     

    Winner by Advertiser

  • The Advertising Standards Council of India asks for withdrawl of Hike Messenger's online commercials

    ASCI asks Bharti Softbank to axe Taproot’s digital ads for Hike Messenger

    By Pritha Mitra Dasgupta

     

    The Advertising Standards Council of India has for the first time taken action against a digital ad, asking Bharti SoftBank to withdraw an online commercial for its free messaging app Hike Messenger because it violated its codes.

     

    The self-regulatory advertising watchdog has sent out a suspension order on a commercial titled ‘Keep Close Friends Close’ to both Bharti SoftBank and creative agency Taproot, after finding it “extremely offensive”.

     

    Arvind Sharma

    “This is the first time we could take a strict stand against an ad that was launched in the digital space,” Arvind Sharma, the outgoing chairman of ASCI and chairman and CEO India Subcontinent at Leo Burnett, said. Umesh Srikhande, CEO at Taproot, declined to comment. A person familiar with the development said Bharti SoftBank has agreed to take the commercial off YouTube. The company had released a set of four ads for Hike Messenger targeting young audience on August 27. One of them is set in a library where three boys spot a friend in a nearby seat with a girl. The boy with the girl ignores their hushed calls. Suddenly, one of the three boys stands up and screams abuses in Hindi and threatens to call the girl’s real boyfriend. And the boy sitting with the girl sprints out of the library. Although light-hearted in its tone, the film is riddled with abusive and obscene language and breaches the ASCI code, the regulator said.

     

    ASCI roped in internet giant Google as a partner to send out the suspension order, Mr Sharma said on the sidelines of the recently concluded ASCI’s annual general meeting. “And this collaboration with Google will hopefully go a long way,” he said.

     

    “Tracking ads releasing on websites is a huge challenge for us and we are taking baby steps in this space. The legal position is not well defined and we do not know how to even begin to monitor this vast ocean of websites,” Mr Sharma said. The regulator is now trying to get Facebook, Twitter and Linkedin on board as members to help it form a specialised team that will monitor ads on the Internet.

     

    Mr Sharma said the action against Bharti SoftBank’s ad was initiated after Allen Colaco, secretary general at ASCI, received a number of phone calls. The regulator brought the ad under the suspension pending investigation (SPI) article, where the ASCI chairman and two members of its consumer complaint council (CCC) make a fast-track decision. The SPI deals with ads that are obscene, indecent, and vulgar and that are against public interest.

     

    For this ad, Mr Sharma and two members of the CCC – Bobby Sista, founder and executive trustee at Population First, and Sameer Sathpathy, EVP and business head at Marico India – looked into the matter. “And we found it extremely offensive,” Sharma said. Besides sending out suspension order to both the client and the agency, ASCI have also written to various media companies that may have planned to release this ad on various media platforms to consider this ad as a serious offender.

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

    See also: Maadar… Taproot crafts bold digital campaign for Hike

     

     

  • Golds finally happen on Day 3 for India@Cannes2013. Plus 3 bronzes in Outdoor. And 19 Design shortlists.

    Taproot leads India with twin golds

     

    By A Correspondent

     

    Agnello Dias
    Agnello Dias
    Santosh Padhi

    When Agnello Dias and Santosh Padhi set up Taproot not many moons ago, one of their first benefactors was The Times of India. With reason. Aggie, as the Chief Creative Officer and Co-founder of the agency is better known as, had won his former agency JWT a Grand Prix in Direct at Cannes in 2008. The client in question was The Times of India.

     

    For, Aggie and Paddy (Santosh Padhi’s aka) have done some splendid work for the media group ever since.

     

     

    Rahul Kansal

    “The Times Group brand has an old legacy and is considered a great brand but I think with their association, Aggie and Paddy have managed to create a new buzz around the brand,” said Rahul Kansal, Executive President of Bennett Coleman and Company Limited. Talking of the duo the day the news that Dentsu had acquired stake in the agency, Mr Kansal told MxMIndia: “Aggie I would say is amongst the most versatile thinkers. He assesses the brand, market and consumer needs and comes out with a specific solution that will address the issue. Paddy then complements by giving the most appropriate treatment to the concept and that probably is their winning formula.” (Read full account at: Rahul Kansal: No shortcuts with Taproot).

     

    On Wednesday, even as Indian agencies had won a silver and 3 bronze metals in the PR and Direct categories, all eyes were on Outdoor where 43 Indian entries were shortlisted. Yes, there was Media too, but there were just two shortlists.

     

    While Media saw a blank for Indian entries, in Outdoor, there were as many as five metals, including two golds.

     

    Leading India in the metals foray this year is Taproot with two golds in Outdoor. Both are for The Times of India’s Farmer Suicides campaign. From amongst the numerous congratulatory messages he received on his Facebook profile, there was one from a senior creative: “To hear the word congratulations, must be so cliche for you. Boss how do you do it year after year!!!”

     

    The two golds are in the ‘Fundraising, Charities, Appeals, Non-Profit Organisations, Public Health & Safety, Public Awareness Messages’ and ‘Illustration’ sub-categories.  Meanwhile, Grey won two Bronze Lions for DHL and Duracell and O&M won its Bronze Lion for Philips Electronics.

     

    With this, India’s total tally of metals at Cannes Lions 2013 is 9: 3 in PR, 1 in Direct and 5 in Outdoor.

     

    But there are many shortlists in Press and Design. And the glamour part of the Lions – films, integrated are still to happen. The Cyber, Design, Press and Radio Lions will be awarded today (June 19) and Branded Content & Entertainment, Film, Film Craft and the Titanium and Integrated Lions will be presented on Saturday (June 22).

     

    Going past last year’s tally of 14 now appears easy, but will we cross the 2009 high of 25? We’ll know for sure before the week ends.

     

     

  • Sameer Aasht joing Taproot India after 12 years of work spanning Strategy, Design & Communication agencies.

    Sameer Aasht joins Taproot India as Head, Strategy and Business

    By A Correspondent

     

    Sameer Aasht

    Sameer Aasht is joining Taproot India as Head, Strategy and Business. In a career spanning over 12 years across Strategy, Design & Communication agencies like Landor, Rediffusion Y&R, Contract, TBWA, Percept H & Ambience Publicis, Mr Aasht has worked on key strategic assignments for groups like Cadbury’s, ITC, HSBC, Mahindra, Suzlon, Tata, FICCI, Asian Paints, Samsonite, Black & Decker, Toyota and many more.

     

    Some key projects where he has played an integral role include rebranding of FICCI, expanding portfolios of Bytes & Celebrations for Cadbury’s , Brand Architecture implementation for Mahindra, Launch strategy for Volvo-Eicher, Integration for Suzlon, creating a special matrimonial brand for World Gold Council and the Design strategy for Himalayan Water by Tata among others.

     

    He has also been on the marketing side with Jet Airways, launching the brand in key global markets and leading segment initiatives for youth, business and leisure travellers, as well as an entrepreneurial stint with AlmaMaterPLC & Loveknits.org.

     

    “We are confident that Sameer’s wealth of experience and strategic acumen will add even more muscle to everything that Taproot India brings to the table and look forward to your continued cooperation in creating powerful value for your brands in the market place,” said Agnello Dias, Chief Creative Officer and Co-Founder, Taproot India.

     

    Santosh Padhi

    Santosh Padhi, Chief Creative Officer and Co-Founder, Taproot India, said, “For Taproot India, it will be a huge plus to have someone who has worked on 4 sides of the table – Advertising, Marketing, Design and Digital across a diverse set of categories ranging across Tourism & Hospitality, FMCG, Automotive,Financial Services, Fashion, Retail & Luxury and more.”

     

    Sameer Aasht said, “Taproot is a dream agency for most professionals in the industry today. I absolutely look forward to co-creating the best solutions for the brands we handle.”

     

  • Taproot attempts a clutter-breaking TVC so that Karbonn's Ta-Fone stays top-of-mind

    Taproot’s new TVC for Karbonn Mobile

    By A Correspondent

     

    When Taproot was retained by mobile maker Karbonn as its agency some 10 months back, it was expected to bring in some ‘kamaal’ ke creatives.

     

    There have been some interesting campaigns crafted like the one for the Duple series that showed users doing two things at a time and another which is currently on air for the Karbonn Titanium S5 that shows youth using some of the new age features of the phone in a quirky way.

     

    For the Karbonn Ta-Fone tablet which is being billed as an alternative to the laptop, the TVC shows various youth throwing and getting rid of their laptops in some interesting situations.

     

    Says Santosh Padhi, Chief Creative Officer and Co-founder, Taproot India, on the strategy: “When a product like the TA-Fone, which delivers more than what any laptop would do, why will the youth carry such a burden on him, as it is there is too much on their shoulder these days. Instead of just taking this true consumer insight forward, we decided to bring the youthful attitude and quark, by showing youths getting rid of their laptops in their way, in style. Also, enough has been done and said in this category, if you are not the first, you rather have something to offer and the communication has to play a very important role, which we feel this TVC has the power to be on top of their minds.”

     

    Says Razneesh Ghai, Director, Karbonn, on the TVC: “I think with this spot we have managed to create a profound, original TVC. It was quite a challenge to shoot in around Mumbai and the make the spot look really contemporary and stylish keeping in mind the good work that is happening all across the globe.”

     

    Credits

    Agency: Taproot India 

    Creative director: Santosh Padhi, Agnello Dias

    Writer: Santosh Padhi, Pallavi Chakaravati

    Production house: Asylum Films

    Director: Razneesh Ghai

     

  • 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.

     

  • The Gunn Report 2012 ranks the agency at the top among the most awarded agencies in India

    Taproot goes great Gunns, No 1 in India

    By A Correspondent

     

    Taproot India has earned the honour of becoming the top most creative agency in India in The Gunn Report 2012. Taproot has also entered the list of the Top 50 Most Awarded Agencies in the world. As one of the 12 new inductees in the winners list on creative excellence in advertising worldwide for the year 2012, Taproot has not just opened the account for India but has also brought the country’s creative ingenuity to the centre stage globally.

     

    Taproot leads the pack as the number one agency in India in The Gunn Report’s country-specific rankings for 2012. In the country listings of the most awarded agency networks in India, Taproot has taken the top slot leaving behind agency networks like O&M, Leo Burnett, Creativeland Asia, Contract and McCann Worldgroup at the second, third, fourth and a joint-fifth rank respectively.

     

    Earning seven points in the Film category and three in the All Gunns Blazing segment, Taproot earned the maximum 10 points to top the charts. The agency entered the country-specific The Gunn Report rankings in 2010, when it was placed third behind O&M (Mumbai and Delhi) and JWT (Mumbai) then.

     

    The Gunn Report, created in 1999, combines the winners’ lists from all of the world’s most important awards to establish the annual worldwide league tables for the advertising industry. In 2012 this encompassed 46 shows in total – national, regional and global – and the winners at these shows in TV, Print, Digital and All Gunns Blazing. In short, it identifies the most awarded new work in the world each year as well as who did it and celebrates both.

     

    With 44 points, India ranks 13th in the list of Most Awarded Countries in the World in 2012 that is topped by the US, the UK and Australia at the first, second and the third ranks respectively.

     

    Agnello Dias
    Agnello Dias

    According to The Gunn Report, “Any agency that ever makes it into the Top 50 Table has to be a great place to work and a great place to be a client of.”

     

    Being a part of the prestigious winners’ list, Agnello Dias, Co-founder and Chief Creative Officer, Taproot India, said “It is humbling, intimidating and exhilarating all at the same time, if ever that was possible. The amount of parameters The Gunn Report takes into account to arrive at the results is vast and wide-ranging and therefore something like this is always going to be unexpected. What can I say; it’s quite hard to believe actually.”

     

    Santosh Padhi

    “We have done this quite often in the last few years – second most awarded creative agency in the country, followed by the Creative Agency of the Year India and South Asia title. We have earned our position as one of the top three creative agencies in this country with sheer great cutting edge work year after year. Be it in creative awards or Effies, be it local or international awards, we have topped the table on many occasions. It will be a big challenge to retain the top slot and keep delivering. But we at Taproot love to be challenged,” said Santosh Padhi, Co-founder and Chief Creative Officer, Taproot India.

     

    Rohit Ohri

    Commenting on the inclusion of an Indian advertising agency into the league of the most awarded creative agencies globally, Rohit Ohri, Executive Chairman, Dentsu India Group said, “2012 was a remarkable year of creative achievement for Taproot. And this ranking by The Gunn Report is a testimony to that. Taproot has truly done the Dentsu Network proud.”

     

  • Santosh Padhi, chief creative officer and co-founder of Taproot India, is joining Adfest as Jury President of the Design Lotus and Print Craft Lotus at the 2013 Lotus Awards, which run from March 17 to 19 in Pattaya, Thailand

    Paddy joins Adfest 2013 as jury president, Design Lotus & Print Craft Lotus

    By A Correspondent

     

    Santosh Padhi

    Santosh Padhi, chief creative officer and co-founder of Taproot India, is joining Adfest as Jury President of the Design Lotus and Print Craft Lotus at the 2013 Lotus Awards, which run from March 17 to 19 in Pattaya, Thailand.

     

    “The Asian region has had a love affair with craft for years. We have witnessed some wonderful marriages of the modern and the ethnic. Asians have a sea of traditions to delve into, and this region does not shy away from fearless experiments when it comes to art, craft and design,” says Padhi.

     

    Popularly known as ‘Paddy’, Padhi started his advertising career 18 years ago. After a 10-year stint at Leo Burnetthe startedTaproot India, which ranked amongst the Top 20 Independent Agencies in the world in a recent Cannes Survey, and was the Best Performing Agency from India at Adfest 2010.

     

    “Paddy’s credentials as an art director and designer are formidable. He has been involved in some of India’s most celebrated print campaigns, which makes him our undisputed choice as Jury President of Design and Print Craft in 2013,” says Jimmy Lam, President of Adfest.

     

    Taproot’s campaign for Conqueror Papers was the 11th most awarded print campaign in the world in the Gunn Report 2011.

     

    Padhi also holds the record for the most number of Cannes Lions won by an individual Indian creative from India, and was also voted the 3rd Best Art Director in the World in a survey conducted by Campaign UK in 2009-2010.

     

    “Adfest is one of the oldest, most reputed and celebrated award shows this region has. It values all things uniquely Asian – be it Asian culture, traditions, insights or behavior. Its delightful venue near the beaches of Pattaya just adds to its charm. To have one’s work applauded in such a vibrant atmosphere is amazing indeed,” he says.

     

  • Digitization was arguably the highlight of 2012, but there was a lot more happening, from TRAI's ad curbs to the Taproot acquisition, the TAM controversy and the Satyamev Jayate phenomenon. A quick roundup

    LookBack 2012: Tales with a tail – the packages

    At MxMIndia, our endeavour always is to take an in-depth look at happenings in the media and marketing space. Here are the key stories of 2012, which panned through a number of days and, in a few cases, months. While MxMIndia covered the issues extensively, only a few headlines from each them are listed here to give you the big picture.

     

    1. TRAI insistence on 12-minute ad regulation continues. Also the ads cannot be part screen or scrolls – they would need to be shown on the entire screen. Though many stakeholders are unhappy, TRAI is in no mood to give it a second thought.

     

    TRAI sticks to 12-minute ad regulation in fresh draft, seeks feedback

    http://www.mxmindia.com/2012/08/trai-sticks-to-12-minute-ad-regulation-in-fresh-draft-seeks-feedback/ (August 28)

     

    TRAI curtails ads to 12 mins per clock-hour, no part-screen ads allowed

    http://www.mxmindia.com/2012/05/trai-curtails-ads-to-12-mins-per-clock-hour-no-part-screen-ads-allowed/ (May 15)

     

    TRAI-ing time for TV with ad curbs

    http://www.mxmindia.com/2012/03/trai-ing-time-for-tv-with-ad-curbs/ (March 23)

     

     

     

    2. Digitization or digital access system (DAS) has been implemented in four metros with varying degrees of success – Mumbai and Delhi doing exceedingly well, Kolkata almost there and Chennai lagging behind. While rural areas largely have DAS, rest of the urban India is still analogue. March 31st 2013 being the deadline for it to go digital. A long running story this one – and still long way from getting concluded.

     

    Let the (ratings) games re-begin!

    http://www.mxmindia.com/2012/12/let-the-ratings-games-re-begin/ (Dec 18)

     

    Stakeholder view of one month of digitization

    http://www.mxmindia.com/2012/11/stakeholder-view-of-one-month-of-digitization/ (Nov 30)

     

    March 31, 2013. MIB kicks off Phase II countdown

    http://www.mxmindia.com/2012/11/march-31-2013-mib-kicks-off-phase-ii-countdown/ (Nov 7)

     

    The A-Z of Digitization

    http://www.mxmindia.com/2012/10/the-a-z-of-digitization/ (October 12)

     

    Can we achieve the October 31 deadline?

    http://www.mxmindia.com/2012/06/can-we-achieve-the-october-31-deadline/ (June 21)

     

    Mediaah! Why Ambika Soni is to blame for the delay in digitization

    http://www.mxmindia.com/2012/06/mediaah-why-ambika-soni-is-to-blame-for-the-delay-in-digitization/ (June 21)

     

    I&B pussyfoots on digitization. Decision on deadline to be announced this week

    http://www.mxmindia.com/2012/06/ib-pussyfoots-on-digitization-decision-on-deadline-to-be-announced-next-week/ (June 18)

     

    Ready, Steady, Go? Or Delay?

    http://www.mxmindia.com/2012/06/ready-steady-go-or-delay/ (June 7)

     

    60 Days to Digitization Day: Digitization in 4 metros will not happen by July 1: JS Kohli

    http://www.mxmindia.com/2012/05/60-days-to-d-day-digitization-in-4-metros-will-not-happen-by-july-1-js-kohli/ (May 2)

     

    MIB diktat: Digitize or get punished!

    http://www.mxmindia.com/2012/03/digitze-or-else/

     

     

     

     3. Cricket – IPL and beyond

     

    Cricket is a continuous story on media websites through the year – however, this year it too became a bit more intriguing with DHL going and Pepsi coming in as IPL title sponsor, not so good ratings of IPL 5 and the short but stressful conflict between BCCL and Sahara. What with India’s performance deteriorating even on home turf, 2013 might see advertisers’ interest waning in this particular genre.

     

    Pepsi bags IPL title sponsorship for 5 yrs @ Rs 396.8 crore

    http://www.mxmindia.com/2012/11/pepsi-bags-ipl-title-sponsorship-for-5-yrs-rs-396-8-crore/(November 22)

     

    India out, advertisers still in!

    http://www.mxmindia.com/2012/10/india-out-advertisers-still-in/ (October 8)

     

    DLF exits IPL lead sponsorship as BCCI ups rate

    http://www.mxmindia.com/?p=29678 (August 29)

     

    Loyalty factor is the key to consistency in season 5 IPL viewership

    http://www.mxmindia.com/2012/05/loyalty-factor-is-the-key-to-consistency-in-season-5-ipl-viewership/ (May 17)

     

    4 reasons why IPL ratings & revenue won’t be better this year: Ashish Bhasin

    http://www.mxmindia.com/?p=14860 (March 19)

     

    Halfway through, IPL 5 ratings stabilize

    http://www.mxmindia.com/2012/05/halfway-through-ipl-5-ratings-heading-towards-stabilization/(May 10)

     

    Will IPL 5 ratings match those of earlier seasons?

    http://www.mxmindia.com/2012/04/will-ipl-5-ratings-match-those-of-earlier-seasons/ (April 4)

     

    Brand IPL needs to play innings of its life: MSL Group report

    http://www.mxmindia.com/2012/04/brands-focussed-on-men-now-wooing-women-customers/ (April 4)

     

    All’s well as BCCI gets back its Sahara

    http://www.mxmindia.com/2012/02/alls-well-as-bcci-gets-back-its-sahara/ (Feb 17)

     

    Is cricket overpriced?

    http://www.mxmindia.com/2012/02/is-cricket-overpriced/ (Feb 7)

     

    Be-Sahara BCCI | What next for cricket? Laxminarayan, Bijoor comment. Also: the Sahara communique in full

    http://www.mxmindia.com/2012/02/be-sahara-bcci-mahesh-ranka-why-this-cricket-veri/ (Feb 6)

     

     

     

    4. Dentsu taps Taproot

     

    The Taproot acquisition was perhaps a piece of news that generated unprecedented interest from agency majors. The last time tie up between an Indian agency and a global one generated so much interest was in the ’90s, when Trikaya became Trikaya Grey. And no wonder, as Taproot has been connoisseur of many eyes with numbers of awards, account wins and its creative excellence.

     

    We will not mess with what’s working wonderfully: Rohit Ohri

    http://www.mxmindia.com/?p=29769 (August 30)

     

    Rahul Kansal: No shortcuts and stereotypes with TAPROOT!

    http://www.mxmindia.com/?p=29817 (August 30)

     

    Pops on the Rise & Rise of Aggie & Paddy

    http://www.mxmindia.com/?p=29738 (August 30)

     

    Anil Thakraney:Talent & values rewarded

    http://www.mxmindia.com/?p=29734 (August 30)

     

    The Complete Story: Win-win for Dentsu,Taproot; big loss for WPP

    http://www.mxmindia.com/2012/08/win-win-for-dentsu-aggie-paddy-big-loss-for-wpp/ (August 30)

     

    Global ad biggies like Omnicom, Publicis & Dentsu in hectic parleys to buy Taproot

    http://www.mxmindia.com/2012/06/global-ad-biggies-like-omnicom-publicis-dentsu-in-hectic-parleys-to-buy-taproot/ (June 7)

     

     

    5. Though questions have been raised on the accuracy on data collected by TAM due to the sample size quite in the past as well, it was a first for the measurement giant to get into a dragging legal battle with a media owner. NDTV filed the case against TAM in a US court, and it opened a Pandora’s box of accusations and counter accusations.

     

    WPP, Nielsen (proposed) dismissal motions to be heard on Dec 14

    http://www.mxmindia.com/2012/09/wpp-nielsen-proposed-dismissal-motions-to-be-heard-on-dec-14/(11 Sep)

     

    WPP moves New York Supreme Court for dismissal of NDTV lawsuit

    http://www.mxmindia.com/?p=29737 (August 30)

     

    NDTV, WPP trade statements yet again

    http://www.mxmindia.com/2012/08/ndtv-wpp-trade-statements-yet-again/ (August 28)

     

    MxM Comment: Enough of trading charges. Industry needs to bring warring partners to the table

    http://www.mxmindia.com/2012/08/mxm-comment-enough-of-trading-charges-industry-needs-to-bring-warring-partners-to-the-table/ (August 27)

     

    NDTV v/s WPP: War of words over the Weekend

    http://www.mxmindia.com/2012/08/ndtv-vs-wpp-war-of-words-over-the-weekend/ (August 27)

     

    Battle of courts spills to media statements, as NDTV rubbishes WPP claims

    http://www.mxmindia.com/2012/08/battle-of-courts-spills-to-media-statements-as-ndtv-rubbishes-wpp-claims/ (August 24)

     

    NBA urges Soni to suspend TAM data reporting until system probed, made robust

    http://www.mxmindia.com/2012/08/nba-urges-soni-to-suspend-tam-data-reporting-until-system-probed-made-robust/ (August 24)

     

    WPP takes on NDTV, mulls defamation suit. Says NY courts have no jurisdiction on claims against it

    http://www.mxmindia.com/?p=29130 (August 23)

     

    Mediaah! | Ratings controversy: Too little too late

    http://www.mxmindia.com/?p=28862 (August 21)

     

    AAAI, ISA to meet TAM on Aug 16 as MIB, Prasar Bharti mull probe

    http://www.mxmindia.com/?p=27887 (August 8)

     

    Government mulls probe against TAM after complaints

    http://www.mxmindia.com/2012/08/government-mulls-probe-against-tam-after-complaints/ (August 2)

     

    By Invitation | Atul Phadnis: Industry must not duck core issues on measurement

    http://www.mxmindia.com/2012/08/by-invitation-atul-phadnis-industry-must-not-duck-core-issues/ (August 2)

     

    Trade shocked as NDTV sues Nielsen, Kantar, TAM & others

    http://www.mxmindia.com/2012/08/trade-shocked-as-ndtv-sues-nielsen-kantar-tam-others/ (August 2)

     

    6. The Aamir Khan – Satyamev Jayate phenomenon

     

    There are shows and there are shows. TRPs, of course, are always at the back of broadcasters’ minds. Satyamev Jayate, nonetheless was a show that tried to make a difference – and did manage to capture people’s attention due to the credibility of its host. Whether it made a difference or no might be argued – but what is indubitable is that the attempt was honest.

     

    Exclusive: Satyamev Jayate isn’t over yet, special show planned for Independence Day

    http://www.mxmindia.com/2012/08/satyamev-jayate-isnt-over-yet-special-show-planned-for-i-day/ (August 8 )

     

    End of Season 1 of Satyamev Jayate: The good, the bad and the ugly truths of life

    http://www.mxmindia.com/2012/07/satyamev-jayate-the-good-the-bad-and-the-ugly-truths-of-life/ (July 31)

     

    Planners happy with Satyamev’s 4.9 TVR

    http://www.mxmindia.com/2012/05/planners-happy-with-satyamevs-4-9-tvr/ (May 17)

     

    By Invitation: Sundeep Nagpal | Will Satyamev Jayate work for advertisers?

    http://www.mxmindia.com/2012/05/by-invitation-sundeep-nagpal-will-satyamev-jayate-work-for-advertisers/ (May 12)

     

    MxM Exclusive: Satyamev Jayate impacts govt. Women & Child Dev Minister Krishna Tirath promises action, commends Aamir

    http://www.mxmindia.com/2012/05/mxm-exclusive-satyamev-jayate-impacts-govt-women-child-dev-minister-krishna-tirath-promises-action-commends-aamir/ (May 10)

     

    Dream start for Satyamev Jayate

    http://www.mxmindia.com/2012/05/dream-start-for-satyamev-jayate/ (May 7)

     

    7. Starbucks comes to India

     

    It might appear to be an out-of-place article here – but then it was a much awaited move. And indeed it demonstrates what a power brand is all about. It is the most crowded destination in the malls where it has a presence. And Starbucks surely doesn’t need to worry about future – as word of mouth is great and sampling would definitely turn to conversions!

     

    Mumbai, Delhi malls relocate brands to welcome Starbucks

    http://www.mxmindia.com/2012/11/mumbai-delhi-malls-relocate-brands-to-welcome-starbucks/ (November 7)

     

    Anil Thakraney: Starbucks: Power of a brand

    http://www.mxmindia.com/?p=34057my (Oct 23)

     

    Make mine a Mocha Frappuccino!

    http://www.mxmindia.com/?p=34008 (Oct 19)

     

    Starbucks set for festive season flag-off in Mumbai

    http://www.mxmindia.com/2012/06/starbucks-set-for-festive-season-flag-off-from-mumbai/ (June 26)

     

    8. At 20, Zee is young as ever

     

    It has been 20 years since Zee changed the TV viewing habits of the Indian consumer – even the earliest shows and soaps on the channel are remembered by many with immense fondness. The journey has not been without the bumps – but Zee rocks even today with its own kind of programming and signature shows.

     

    Anil Thakraney: Zee showed the way

    http://www.mxmindia.com/2012/10/anil-thakraney-zee-showed-the-way/ (October 3)

     

    What makes Zee such a force to reckon with

    http://www.mxmindia.com/2012/10/what-makes-zee-such-a-force-to-reckon-with/ (October 1)

     

    Jaldi 5 with Ashok Kurien: Zee changed the Indian consumer forever!

    http://www.mxmindia.com/2012/10/jaldi-5-with-ashok-kurien-zee-changed-the-indian-consumer-forever/

     

    From ‘Okara Dukaan’ to Zee… the complete story

    http://www.mxmindia.com/2012/10/from-okara-dukaan-to-zee-the-complete-story/

     

    Uday Shankar: ‘Zee is a treasured peer’

    http://www.mxmindia.com/2012/10/uday-shankar-zee-is-a-treasured-peer/

     

    Zee@20 | Rajdeep Sardesai: In 1992, no one believed a 24-hr channel was possible

    http://www.mxmindia.com/2012/10/zee20-rajdeep-sardesai-in-1992-no-one-believed-a-24-hr-channel-was-possible/

     

    Zee@20: At the helm of the vision

    http://www.mxmindia.com/2012/10/zee20-at-the-helm-of-the-vision/

     

    Zee@20 | Sundeep Nagpal: What a score!!!

    http://www.mxmindia.com/2012/10/zee20-sundeep-nagpal-what-a-score/

     

    Zee@20: Producers raise a toast to team spirit

    http://www.mxmindia.com/2012/10/zee20-producers-raise-a-toast-to-team-spirit/

     

    The Anchor: 10 all-time favourite ‘faces’ of Zee TV

    http://www.mxmindia.com/2012/10/the-anchor-10-all-time-favourite-faces-of-zee-tv/

     

    9. Verghese Kurien’s legacy continues

     

    It rarely happens that a man becomes a movement. And that too of the nonpolitical variety. A story that has inspired many – and would continue to do so. MXM India salutes the man and the brand that lives on in style yet once again.

     

    Verghese Kurien: Great vision, Dream client

    http://www.mxmindia.com/2012/09/verghese-kurien-great-vision-dream-client/ (October 11)

     

    V Kurien was visionary par excellence: B M Vyas

    http://www.mxmindia.com/2012/09/v-kurien-was-visionary-par-excellence-b-m-vyas/

     

    How Amul honours its contract with consumers: V Kurien

    http://www.mxmindia.com/2012/09/how-amul-honours-its-contract-with-consumers-verghese-kurien/

     


  • Taproot India has bagged two golds – Creative Agency of the Year Award and Agency of the Year for India and the Subcontinent – at the Campaign Asia-Pacific Awards in Singapore

    Taproot India cleans up with 2 Golds at Campaign Asia-Pacific Awards 2012

    By A Correspondent

     

    Taproot India has bagged two Golds – Creative Agency of the Year Award and Agency of the Year for India and the Subcontinent – at the Campaign Asia-Pacific Awards held at Singapore on Monday, 10th December.

     

    The Campaign Asia-Pacific Agency Award is in its 19th year and continues recognizing inspired leadership, management excellence and outstanding achievements in advertising and communication industry.

     

    For Taproot India, the year began with a bang with 34 metals at Goafest, making them the second best creative agency in the country. Their work also picked up a Gold Cannes Lion, in craft category for ‘I am Mumbai’ campaign. With multiple awards, they were the runner-up independent agency at Spikes Asia 2012. A week back they won three gold metals at Ad Club EFFIE Awards and now, this achievement brings a well deserved end to the year. Speaking on this win, an overwhelmed Santosh Padhi, Chief Creative Officer and Co-Founder, Taproot India said, “It feels great to get recognition for your work. Every win inspires us to do bigger and better the next time. We have topped the table on many occasions, be it local or international awards or be it creative or effective awards.”

     

    Agnello Dias
    Agnello Dias
    Rohit Ohri

    Agnello Dias, Chief Creative Officer and Co-Founder, Taproot India, said, “In a small agency there is more transparency and the flow of communication is effective. As long as your client is content and the idea clicks with your audience, the size of the agency is secondary. The trend has changed and now it is your work that matters.”

     

    “This is a fantastic win for Aggi and Paddy and the entire Taproot team. A true testimony to the fact that Taproot is today the creative powerhouse of the region. They absolutely deserve this recognition and I’d like to believe that, in some small way, we brought them this luck”, said Rohit Ohri, Executive Chairman, Dentsu India Group. Taproot India is a part of the Dentsu Network after Dentsu Inc. acquired 51 percent equity in the near-four-year-old agency.

     

  • Taproot has created series of TVCs for Karbonn Smart Mobile which is the official sponsor of the Champions League Twenty20 currently being played in South Africa

    Taproot India creates its first campaign for Karbonn Mobile

    By A Correspondent

     

    Karbonn Smart Mobile is the official sponsor of the Champions League Twenty20 currently being played in South Africa.

     

    Taproot has created series of TVCs which is currently on air, and there will be some digital and onground activities as well in the coming days, which are around the same idea, “Can you do two things at a time?”

     

    Shashin Devsare, Executive Director, Karbonn Mobiles explained, “Our superior quality ‘Duple series’ phone A21 is dedicated for dual core processors and is launched under the highly successful umbrella ‘Karbonn Smart’. We asked the agency to come up with a unique campaign so as to communicate the multitasking capabilities of dual core processors being used in Karbonn Smartphones. The creative message in the campaign is centric to Karbonn Smart’s new advertising positioning of connecting with Indian youth with offbeat, humorous & engaging messaging. We are confident that this new campaign will help us engage better with our consumers, enhancing the brand imagery for the smartphone segment in the market.”

     

    Santosh Padhi, Chief Creative Officer & Co-Founder, Taproot India said, “The challenge was to bring upfront the single-minded benefit (Dual Core Processor in the Duple Series Smart phones) basically what it does is, it allows you to do more than one thing at the same time. We took a interesting insight that’s relevant to youth, though youth is known for multitasking, but physical one cannot do two things at a time, hence the whole idea is you may fail to do two things at the same time but the new Karbonn Smart A21 won’t.”

     

    Manan Mehta, Managing Partner, Taproot India said, “This is our first campaign for Karbonn Smart. We were handed over an interesting brief where the target audience were teenagers. The truth about today’s young India is that they are comfortable living parallel lives at multiple levels. Their impatience combined with high ambitions have allowed the unlocking of potential markets, by creating opportunities to launch products that address their needs. The intent of this campaign was to reflect this very mindset of our impatient, multi-tasking audience and demonstrate the product benefit upfront in a rather amusing manner.”

     

  • The first senior hire in creative since Taproot India started, Pallavi Chakravarti joins as associate creative director from Grey Worldwide

    Taproot India hires Pallavi Chakravarti as associate CD

    By A Correspondent

     

    Taproot India has hired Pallavi Chakravarti as Associate Creative Director from Grey Worldwide. She is the first senior hiring in creative since Taproot India started, and will be based in Mumbai reporting to Santosh Padhi and Agnello Dias.

     

    Ms Chakravarti has eight years of experience, having worked at Saatchi & Saatchi, JWT and Grey before joining Taproot India. Over the years 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.

     

    Last year, she featured in Brand Equity’s list of promising under-30 creatives. Her work won her awards at shows like Goafest and Adfest Asia Pacific. She was also judged ‘Copywriter of the Year,’ at the Young Achievers’ Awards last year.

     

    “Apart from both of us there is a powerful team of 30 odd people who have played a huge role to 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.

     

    Agnello Dias added, “While hiring it was very important for us to make sure the person fits into the existing culture seamlessly.”