It is that time of the year again, the mercury is rising and so is the excitement and anticipation for the upcoming Oscars of the creative world, the ‘59th Cannes Lions International Festival of Creativity’.
Taproot India, an agency that has been recognised and rewarded at Cannes since its inception, has every reason to look forward to the festival this year. “We would consider ourselves lucky if we continue to win in the third year as well,” said Santosh Padhi, Chief Creative Officer and Co- Founder, Taproot India.
The agency has its hopes on the work done for Times of India ‘A day in life of India’ campaign, the Pepsi cricket world cup campaign and a public service campaign on domestic violence.
“We are still backward when it comes to digital integration of an idea. These days, be it any medium, once you link back the digital response it suddenly looks far bigger and authentic compared to our Indian entries. You do a direct, promo, outdoor, TV or radio and the world links any of these to a social medium and they start the race few metres ahead of our entries as we do not have that kind of support from social media,” shared Padhi, while talking of the challenges that Indian agencies face at Cannes.