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.
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
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
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
Taproots 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.
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.
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.
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.
wholly owned subsidiary of Dentsu Inc., Tokyo, the Dentsu
India Group comprises three standalone full-service advertising
agenciesDentsu Communications, Dentsu Marcom and Dentsu
Creative Impactas well as Dentsu Media and Dentsu Digital.