Home >> Advertising >> Article

TapRoot expands footprint to non mass media through TRIP

19-July-2012
Font Size   16
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.
 

 

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

With this partnership, Eros Now further enhances its distribution to the larger screen in India and then across Asia

The agency strengthens its portfolio winning the accounts of Lactalis Group’s Anik range, Germany’s Baby Sebamed, Wagh Bakri - Mili Tea, and brands from Emami Group

Sachin Jain says India is the third biggest market for the diamond brand, contributing 35% to its global business