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Pepsi Appoints Taproot As Creative Agency For ICC World Cup

Taproot refutes media reports saying it has been engaged by JWT for specific work; will work as independent creative agency.

Hitesh Ranot | Delhi | October 13, 2010

The beverages and food major PepsiCo India has appointed Taproot India as creative agency for its ICC World Cup 2011 campaigns. ICC Cricket World Cup 2011 to be co-hosted by India, Sri Lanka and Bangladesh.

Highly placed sources in the industry have confirmed the development with

The sources informed that PepsiCo will adopt the Taproot’s creative ideas for all of its world cup campaigns while its regular agency on the record - JWT will work on adaptation and implementation part.

When contacted, Santosh Padhi, Co-founder and CCO, Taproot India refused to confirm or comment on this development but it is learnt from the sources that the one year old agency has come on board due to its some of outstanding works in past one year. The agency has won many prestigious awards in its first year that include Gold at Cannes Lions, Clio and Spikes Asia.

Sources term this as a major win for the young agency.

Update: has received an official communication from Taproot India strongly reacting on the reports in sections of media which said that it has been engaged by JWT as collaboration for specific work. TapRoot spokesperson said, “There neither is nor has there been any collaboration between Taproot India and JWT Delhi on Brand Pepsi. There has never even been a meeting between the two in this regard. It was a clean, simple pitch for an assignment that has been won by Taproot India. Taproot India is unaware of anyone else who participated in the pitch and is engaged in working independently on developing the entire idea into a full-fedged multi media campaign right now. It is Pepsico's prerogative to eventually implement and adapt the ideas on ground with any of their implementation partners. The thought, idea and execution of the idea in all mainline media is and will continue to be entirely Taproot India's which continues to remain an independent creative agency having no collaboration with any other company whatsoever.”

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