@Goafest, Taproot emerges tall. And how!

23 Apr,2012


By Tuhina Anand (with inputs from Robin Thomas)

Photographs by Shailesh Mule/Fotocorp


When Big Dad of Indian advertising Ogilvy pockets 51 metals at Creative Abbys at the Goafest 2012, it is something that one expects, so no surprise here really. But when a three-year-old agency goes on to become the runner-up, leaving behind the much settled Leo Burnett, DDB Mudra, Grey and JWT, it is indeed a proud moment for Indian advertising. It says that all is not lost and what still matters in the advertising business is creativity and if you have the ingredients right then there’s no one to stop you from writing your success story. Taproot India and its founders Agnello Dias and Santosh Padhi have shown the industry the might of small and given hope to many aspirants on the same path.


Talking about Taproot’s success, Agnello Dias said: “It’s been great, a satisfying feeling, but it is also slightly scary because we have got to do even better than last year as expectations have gone up, but as of now, we are just happy that we have performed well at the awards.”


On Taproot missing out on the Grand Prix as there were huge expectations from Airtel campaign, Santosh Padhi said: “Yes, a lot of people said that our Airtel or Pepsi campaign would win us a Grand Prix, so I think that itself is a Grand Prix for us. Therefore, we have no grudge and we are happy with the way things have turned out for us. And definitely there were two strong competitors against us for the Grand Prix.”


The victorious Ogilvy team


The most awarded work at the Goafest was for  brands, including The Times of India, Volkswagen India and Airtel. Even for Ogilvy India, the work that fetched them maximum awards was for Fox Crime. Also the work that got CreativeLand Asia its Grand Prix in the Integrated category was for Audi 8L 3D.


TOI’s ‘Wake Up Chennai’ (that fetched accolades at Goafest) has been embroiled in controversy as it spoofed its rival, The Hindu. the ad showed how reading the old player (read The Hindu) puts people to sleep and the readers should wake up to something more exciting – The Times of India. The ad was crafted by Taproot which also created Airtel’s Har Friend Zaroori Hai that fetched many awards for the agency across various categories. In fact, Har Friend… can be dubbed among the most popular campaigns of the year.


A happy Creativeland Asia team


Ogilvy’s work for Fox Crime titled The Photographs case, made by Good Morning, is in keeping with the genre of the channel and creates a mini thriller for its audience, building anticipation for what to expect on the channel. Talking about the wins, Abhijit Avasthi, NCD, O&M said: “It’s been a great year as always and I think the best part is that we have done well in every category, from design to direct to digital to integrated. Obviously there are some works where one wishes we had got more recognition, like the Cadbury in home campaign, but, overall, we are very happy. I think we have got the best clients who allow us to do really some very interesting work.”


“It’s very reassuring that we have managed to win the Grand Prix back to back and this year I hold the digital grand prix to a greater importance, simply because it demolishes the myth of lots of clients that digital is something big network agencies cannot do,” he added.


Volkswagen, which brought awards to DDB Mudra, Grey India and Nomad Films, is a brand that has caught attention because of its innovative use of media since its launch inIndia. While the fraternity may not have lauded all the innovations that Volkswagen did, but it cannot be disputed that the work did catch the attention of the people and fraternity.


However, if one were to look at the Creative Abbys 2012, it will be remembered for Taproot India, which carved a name for itself among the behemoths, only because of its creative supremacy. More power to all those who want to chart their own path and keep in mind that great ideas zaroori hai and the rest will follow. Right, sirji?


Click here to view all Goafest 2012 stories


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