Taproot is launching a new division, Taproot India Plus (TRIP).
headed by Purushottam Joshi, will handle creative execution
and services, specialising in non - mass media and production
activities for the advertising, publicity and marketing industry.
The new division will be based out of Mumbai but the agencys
multi city network tie ups will support national level requirements
a partner in TRIP, will be leading it as a director and will
be the face of this unit with an experienced team under him.
said, There is a disconnect between what kind of state-of-the-art
technology available in the market versus whats being
used or rather how it's being used to reach consumers. In
fact he is positive that ventures like TRIP can bridge the
divide between brands and consumer across non mass-media touch
points in a more relevant and effective way
The division will not only talk about the standard BTL but
every single experience point where a brand has a connect
with its consumer, for example POS, brand signage, in-shop
displays, merchandise, exhibitions and events.
India co-founder Santosh Padhi said, The industry spends
on retail / on-ground/ merchandise are already steep but sadly,
the quality needs to improve much more to honestly justify
those spends. The industry has moved ahead quite a bit on
film production in last five years with our television work
looking far better than what it was a decade back. But we
are yet to do the same in other areas.
India chief creative officer Agnello Dias added, This
sort of service does exist in international markets where
once the big idea is arrived at, the creative services execution
team, with their practical knowledge of on-ground and retail
space takes the idea forward in a more engaging, entertaining
and effective way. To the extent that at times most clients
do brief these set of team independently like one does to
a research or a digital agency.
has over 25 years of experience in the advertising and print
industry. He has worked in agency networks such as JWT, Euro
RSCG and Mudra.