Top Story

Home >> Advertising >> Article

The feeling of being number 1 @ Goafest is absolutely amazing, will make sure we raise the bar higher: Santosh Padhi, CCO and co-founder, Taproot Dentsu

10-April-2017
Font Size   16
The feeling of being number 1 @ Goafest is absolutely amazing, will make sure we raise the bar higher: Santosh Padhi, CCO and co-founder, Taproot Dentsu

"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.” 

Tags Santosh Padhi Taproot Dentsu Goafest 2017

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

The ad which was shot on Monday in Mumbai’s Film City in Goregaon is slated to go on air in July.

The campaigns that won at The Abby's are not going to Cannes this year. The agency has chosen a different set of campaigns for the international festival of creativity

EVP and Head Digital Business, SPN India says the surge in smart phone sales is driving the growth of over-the-top (OTT) industry like never before