TAPROOT! | Anil Thakraney:Talent & values rewarded

30 Aug,2012

By Anil Thakraney


Ordinarily, I would envy Aggie and Paddy. They have landed up with mind-numbing sums in their savings bank accounts following the acquisition by Dentsu. In fact, I don’t even want to hear the numbers… that would make me feel like a very small man. Am certain this must be the feeling inside every single creative director’s heart in the Indian ad world, even if they don’t admit to it. And most importantly, Taproot has pulled off this financial coup within just three years of starting out. This is beyond dreams coming true.


However, instead of feeling jealous, I actually feel very happy for them. I have never met Paddy, but Aggie I have, on more than one occasion, and I can tell you I am yet to meet a more simple, down-to-earth creative director. He is the kind of bloke who you want should win. His success will inspire a whole generation of advertising people, and not just a few eager hot shops.


It’s a win-win marriage. Dentsu, which is not a name one usually associates with sparkling creative work, has bought itself a nice creative powerhouse. They must be elated. Taproot gets the scale, the logistics and the bucks they need, so they must be obviously thrilled. And for sure the Dentsu suits will leave Aggie and Paddy alone to do their own thingy. Only a silly parent would meddle with a brilliant child. So all is well, as they say.


The only area of concern is this: What happens when Aggie and Paddy decide to offload their shares and retire to a beach house? There must definitely be a lock-in period of at least five years, I suppose. But what happens after that? Will Taproot be the same agency minus the two Big Brains? This is the only thing Dentsu must keep a sharp eye on. Remember, Taproot is a baby agency, it has no legacy. And if Aggie and Paddy don’t create their clones in the agency, if they don’t cultivate talent that is equally bright and hungry for success, five years down the line this acquisition may not look as rosy to Dentsu.


For now, dear Aggie, bring out the bubbly. And please hire a bubbly secretary for yourself. No need to figure out airline tickets on your own anymore. You can afford her now.




[youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=mpWmowUtn5M[/youtube]

PS: This is the last TVC directed by Tony Scott, the ace Hollywood movie director who recently killed himself. Incidentally, Scott directed many commercials in his career. Nothing special about this one, it’s typical soft drink trash. Only, it’s difficult to imagine suicide was on Scott’s mind while he was working on such lively stuff. Complex and unpredictable is the human mind.


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