Paddy holds the record for the highest number of Cannes Lions (20) awarded to an individual Indian creative. He has over 200 international and over 250 local awards as well as multiple Grand Prix titles under his belt
Sohini Sen | Mumbai | October 9, 2013
In a huge honour for Indian advertising, Taproot's Santosh Padhi, more lovingly known as Paddy, has just been named by Cannes Lions in its list of Global Top 10 Copywriters. Paddy ranks 9th among the world's highest ranked copywriters. Also featuring in the list are Hugo Veiga and Erick Mendonca from Brazil, John Mescall from Australia, Neil Ramanan from the USA and Lukas Liske from Germany.
The 2013 Cannes Report is an analysis and insight of the winners at Cannes Lions this year. The report talks about the most awarded advertisers, independents, networks, production companies, agencies and clients. It also lists the most awarded art directors, copywriters, creative directors, and directors as well as the most awarded agencies in each region.
Paddy said over the phone when BestMediaInfo called to congratulate him, "Today the definition of a writer and an art director has changed. Both contribute to the big idea first, followed by the craft. We are in the world of big ideas and that is what more and more clients are looking for. So, for me this is a recognition for big ideas more than writing. I'm happy that this year I have been contributing to the Indian tally by winning big titles for art direction â€“ and this one is as a writer. It is always a great thing for a creative person to get recognised for his work â€“ and that by elite juries. I am happy that the world is recognising and respecting the work from India. I am glad I am doing my bit to keep the Indian flag fluttering in the top 10."
In the industry for 18 years, Paddy is an art grad from Mumbai. After his 10-year stint at Leo Burnett (as an Executive Creative Director and National Head of Art), he and Agnello Dias started their own creative venture, Taproot India. Taprootâ€™s campaigns have won numerous awards â€“ including Paddyâ€™s personal favourite for Conqueror Papers which is recognised as one of the most awarded and celebrated print campaigns from Asia.
Paddy holds the record for the highest number of Cannes Lions (20) awarded to an individual Indian creative. With over 200 international and over 250 local awards as well as multiple Grand Prix titles under his belt, Paddy has over the years served as a jury member for numerous national and international award shows including Cannes Lions, CLIO, the Dubai Lynx, Adfest Pattaya, the New York Festivals and the London International Awards.
"Creating something as well as being on a jury â€“ both are very challenging and oddly fulfilling tasks. But you can't choose between them. It is like comparing apples with oranges. To create something from scratch that goes on winning on a global platform which raises the standard of the industry is something else. Whereas when you are on a jury, you are locked in a room for three days with thousands of ideas. And then there is so much to learn from the discussion and debates in such jury forums. With juries across the globe, with different POVs, it is a wonderful learning to be in that room. What I do day in and day out is my passion, but to be rewarded is an honour," Paddy said about his work outlook.
"India has achieved a lot in a short span of time in the field of advertising & marketing, especially in last one decade or so. India is a very different marketplace to operate in with so many languages, behavioural and lifestyle patterns. Therefore, it's never easy to get the communication right, but we have been getting better and better. We have drastically improved our communication skills and our execution skills. Today, India and Indians have a huge respect in the global advertising/marketing forums, our work too inspire the world today. We have the talent and the expertise and a unique advertising culture today," Paddy signed off.