By A Correspondent

In August 2012, Japanese advertising major Dentsu acquired Taproot, the boutique creative agency set up by Agnello Dias and Santosh Padhi. Ever since Aggie and Paddy (as the Taproot co-founders  are called in the industry) have integrated into the Dentsu India system.

They head the Creative Council that the network has set up in India and now jointly do business like the Congress campaign or for NourishCo, the Tata-Pepsi jv.

Now, the Mumbai-based creative agency which has produced some awardwinning advertising since it was set up in early 2009 is all set to sport the Dentsu identity.

When asked whether it would mean that a Dentsu will be prefixed or suffixed to the name, Mr Rohit Ohri, Executive Chairman, Dentsu India said in an interview to ‘dna of brands’ and MxMIndia: We’re working on the nomenclature. Taproot has a very unique culture and we didn’t want to destroy that.”

Meanwhile, Mr Ohri also said in the interview that “there are very clearly some holes still left to be filled”. These “holes” are reference to PR and Activation agency, he said. In addition, the appetite for digital shops continues even after the WebChutney acquisition.

And that’s not more. Citing the success of JWT’s success with Hyderabad’s Mindset, Mr Ohri has his eyes and ears open for regional biggies.

See ‘dna of brands’ at: http://epaper.dnaindia.com/epapermain.aspx?pgNo=13&edcode=820009&eddate=2014-12-01

Don’t miss the Rohit Ohri interview on MxMIndia tomorrow