Taproot’s new TRIP

19 Jul,2012

By A Correspondent


Taproot India Communications Pvt. Ltd has announced the launch of TRIP (Taproot India Plus), a Creative Execution & Services unit specializing in non-mass media and production activities for the advertising, publicity and marketing industry.


The undeniable truth in mass communication is that any idea is only as good as its execution. Any powerful idea can meet a premature end, if the execution is not up to the mark. Many a times, the extension of a TV, press or outdoor campaign is left with limited innovation, and not looked upon with greater attention to details. Yet, very often, that is the only face of the brand that the consumer interacts with. It is not only 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 and so on. TRIP, with its core competencies in the above mentioned activities of high end, high value production, hopes to change all that.


Agnello Dias said: “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”.


TRIP believes that a positive approach, understanding of the medium, innovative thinking, huge industry experience and an eye for perfection can make all non mass-media touch points play a far stronger role in the communication mix than they do today, which is merely a support or reminder to the main communication units.


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.”


Purushottam Joshi

TRIP will be based out of Mumbai, but Taproot’s multi-city network tie ups can support national level requirements too. It is headed by Purushottam Joshi, who is also a partner in this unit; Mr Joshi will be leading this unit as a director and will be the face of this unit with an experienced team under him He has over 25 years of experience in the advertising and print industry. He has worked in large agency networks such as JWT, Euro RSCG and Mudra where he played a key role in successfully leading the Art and Production function and transforming them into critical divisions for those agency’s clients.


With his deep knowledge and vast experience of the industry, Purushottam Joshi, Director of TRIP, feels: “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.


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