"The world has been giving us top honors year on year at various shows, I am happy to see it has happened back home at Goafest too,” says a visibly excited and upbeat Santosh Padhi, Co-Founder and Chief Creative Officer, Taproot Dentsu.
The agency is currently in the limelight for its performance at Goafest 2017. Taproot Dentsu swept the Creative Abbys by winning a total of 41 metals including 9 gold, 20 silver and 12 bronze metals.
Padhi adds, “The feeling of being number one at Goafest is absolutely amazing, we will make sure we do even more cutting edge work and raise the bar higher.”
The agency’s campaign for Adidas, which is a unique footwear initiative - ‘Odds’ which customises the needs of para-athletes, based on the concept of a pair of shoes for the same foot, was one of the most highly awarded campaigns and contributed well to the agency’s wining tally.
Global recognition over the years, finally one back home:
“Taproot has been number one at global award shows like Cannes, Clio, Spikes and Adfest, this is the first time we have been number one in a national award show. We have enjoyed the second position for last six years of our participation in Goafest, maybe once twice, even been at the third (position) but we have been consistent.” Shares Padhi.
Over the years, the agency has enjoyed the number one position in India (2010, 2011) in The Gunn Report, and also been a top contributor for India on global platforms such as Cannes and Clio. Taproot Dentsu topped the Cannes tally for India in 2010 with a Gold and a Silver, and again in 2013 with 4 golds a silver and a bronze for their "Times of India farmer suicide" campaign.
It was also the most awarded Indian agency at Clio in 2010, winning the only gold in the whole of Asia for Conqueror Paper campaign and last year, it was the most awarded agency again from India winning the first ever Indian agency of the year title. It was also the best performing agency from India at Adfest Thailand in 2012, being the most awarded Indian agency with 11 awards, was also the first ever Indian agency to bag the ‘Agency of the year’ title, which was repeated this year by winning 3 golds, which included the Integrated Gold in whole of Asia and few bronze metals as well.
It is no surprise then that Padhi feels that consistency has been the key to winning for the agency and firmly believes that this has been one of the key factors that has propelled the agency forward both within the agency as well as in the work done for their clients.
Interestingly, even when Ogilvy India was part of Goafest, Taproot Dentsu bagged 34 metals, bagging the second spot whilst Ogilvy won 52 in 2012. Last year too, the agency bagged 40 metals and was the second most awarded with a very thin margin.
Goafest is about both quality and quantity feels Padhi and given that Taproot Dentsu has been traditionally competing with network agencies who have a national presence every year, Padhi believes that the agency’s Delhi team’s contribution has helped them striking the final goal and winning the much-coveted top spot this year.
While the agency is basking in glory and enjoying the limelight, it is not an easy task to maintain this momentum.
“While we are enjoying the celebration, we will set ourselves even tougher challenges in the coming months, as they say, it is easy to reach here but not easy to sustain the winning spree for long,” adds Padhi.
But as a team and agency Taproot Dentsu seems to thrive on this kind of pressure, as Padhi says,“We would like to make sure we retain this position if not for ever....than at least for a couple of years.”