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Creative execution in India is getting better and better: Santosh Padhi

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Creative execution in India is getting better and better: Santosh Padhi

India made its mark in more ways than one in the Cannes Rankings Report for 2013. Ogilvy India was part of the top agencies of the year, also featuring in the highest ranked design agencies along with Taproot India. Our country also made its presence with Ogilvy, McCann and Taproot featuring amongst the highest geographical rankings at the APAC level, and Mumbai featuring among the highest awarded cities this year with 24 Cannes Lions.

Santosh Padhi, Co-founder and Chief Creative Officer, Taproot India, who is the only Indian to feature in the report and stood ninth in the highest ranked copy writers worldwide, in an exclusive video interview with exchange4media talks about India’s progress in creative execution and it coming into its own, creating a place on the global stage.
“We are improving and the quality of our creative work is getting better and better. Some years ago, global juries used to say, ‘you guys have fantastic ideas, but the execution is not upto the standard’. Over the years, we have learnt our lessons and are only going to improve each year,” feels Padhi.

Padhi believes that though India has taken the basics of communication from the West, it has taken those learnings to a whole new level and customised communication that is required to connect with the Indian audience, spanning 10 to 20 different languages.

“Any kind of recognition for a creative person is motivating to do better. It is always easy to reach a place but difficult to stay there. I feel it is challenge. To be in the top 10 is a big honour and I look forward to pushing myself to reduce the distance between one and nine,” concluded Padhi.

Watch the video to know more…

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