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TapRoot expands footprint to non mass media through TRIP

TapRoot expands footprint to non mass media through TRIP

Author | exchange4media News Service | Thursday, Jul 19,2012 7:37 PM

TapRoot expands footprint to non mass media through TRIP

TapRoot India Communications has launched TRIP, a creative execution and services unit specialising 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. Just like 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. Here we are not talking 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, etc., shared an official release.

Purushottam Joshi, Director, TRIP said, “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. I am positive that ventures such as TRIP can bridge the divide between brands and consumer across non mass media touch-points in a more relevant and effective way.”

Agnello Dias, Chairman and Co-Founder 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, with its core competencies in the above mentioned activities of high end, high value production with the creative backbone of TapRoot India, hopes to change all that.

“We believe 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,” added the release.

Santosh Padhi, Chief Creative Officer and Co-Founder 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.”
TRIP will be based in Mumbai, but its 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.

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.


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