MUMBAI: Taproot is launching a new division, Taproot India Plus (TRIP).

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 agency’s multi city network tie ups will support national level requirements too.

Joshi, 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.

Joshi said, “There is a disconnect between what kind of state-of-the-art technology available in the market versus what’s 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.

Taproot 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”.

Taproot 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”.

Joshi 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.