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Taproot sets up new division TRIP

Headed by Purushottam Joshi, TRIP is a creative execution and services unit specialising in non-mass media and production activities

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BestMediaInfo Bureau
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Taproot sets up new division TRIP

Headed by Purushottam Joshi, TRIP is a creative execution and services unit specialising in non-mass media and production activities

BestMediaInfo Bureau | Delhi | July 18, 2012

publive-imageTaproot India has announced the setting up of a new division, TRIP (Taproot India Plus), which is a creative execution and services unit specialising in non-mass media and production activities for the advertising, publicity and marketing industry. TRIP will be based in Mumbai, and leverage Taproot's multi-city network tie-ups for national level requirements. It is headed by Purushottam Joshi who is a partner in the unit.

The philosophy behind setting up TRIP is that in mass communication, 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.

TRIP, with its core competencies in standard BTL and other consumer touch points such as POS, brand signage, in-shop displays, merchandise, exhibitions and events, will deliver high-end, high-value production with the creative backbone of Taproot India.

Joshi will be the face of TRIP. 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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Said Santosh Padhi, Chief Creative Officer and Co-founder, Taproot, “Industry spends on retail/on-ground/merchandise are already steep but sadly, the quality needs to improve much more to justify those spends. The industry has moved ahead quite a bit in film production in the last five years with our television work looking far better than what it was a decade ago. But we are yet to do the same in other areas.”

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Agnello Dias

Commented Agnello Dias, Chairman and Co-Founder, Taproot, “This sort of service does exist in international markets where once the big idea is arrived at, the creative services execution team with its 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 sets of teams independently like one does to a research or a digital agency.”

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Joshi, Director of TRIP, said, “There is a disconnect between the kind of state-of-the-art technology available in the market and what's being used or rather how it's being used to reach consumers. A venture like TRIP can bridge the divide between brands and consumer across non mass-media touch points in a more relevant and effective way.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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