Taproot India wins the 2013 Grand Cup

The agency won four Cups including the Grand Cup at the 7th Intercontinental Advertising Cup Awards for its 'I am Mumbai' campaign

BestMediaInfo Bureau | Delhi | April 22, 2014

Santosh Padhi of Taproot India receiving the 2013 Grand Cup

Taproot India has won the 2013 Grand Cup at the 7th Intercontinental Advertising Cup Awards in Belgrade on April 17, 2014 for its powerful 'I am Mumbai' campaign.

The Cup celebrates ideas infused with local culture in opposition to the tsunami of faceless global communications. Only the 2013 finalists and winners from Adfest, ADC*E, Golden Drum and FIAP are eligible to enter into The Cup, where they are judged by an international jury.

The following are winners of 10 Cups:

- Taproot India Mumbai won 4 Cups including the Grand Cup; Best of Corporate (under Best of Products & Services); Best of Film (under Best of Media); Best Use of Local Culture (under Best of AdMaking), for 'I am Mumbai' (Mumbai Mirror)

- McCann Melbourne won 3 Cups for 'Dumb Ways to Die' (Metro Trains) for Best of Travel, Tourism and Transport (under Best of Products & Services); Best of Campaign (under Best of Media); and Best Universal Idea created in a Local Market (under Best of AdMaking)

- Dentsu Inc Tokyo won 2 Cups for 'Share the News Paper with Children' (The Tokyo Shimbun) in the categories for Best of Communication Media and Publications (Best of Products & Services); and Best of Interactive (Best of Media)

- Cheil Worldwide in Seoul won one Cup in the Best of Outdoor category under Best of Media for its 'Bridge of Life' campaign for Samsung Life Insurance

“Adfest has been a proud partner of The Cup since its inception as the only festival in the world that celebrates local culture. Yet again, agencies from the Asia region have excelled at The Cup, reflecting the diversity and richness of our region,” said Jimmy Lam, President of Adfest.

“We would like to congratulate this year's Cup winners, in particular Taproot India, which is the fourth agency from Adfest to win the Grand Cup in The Cup's seven-year history,” added Lam.

Previous winners of the Grand Cup include Clemenger BBDO (Australia) for National Australia Bank's 'Break Up' (2012); Beacon Communications Tokyo (Japan) for its Yubari City Project (2010), which also the Grande Lotus Roots at Adfest 2010; and GT Tokyo for its viral 'Love Distance' campaign for Sagami condoms, which won the Grand Cup in 2009.

This year's jury members include:

• Michael Conrad, President of the Berlin School of Creative Leadership - President of The Cup Jury
• Alexandra Taylor, Member of D&AD Board, consultant freelance Art Director
• Dušan Drakalski, Regional Creative Director, New Moment New Ideas Company, Macedonia
• Johannes Newrkla, Founder & CEO, Bluetango, Austria
• Juan Sánchez, Chief Creative Officer, TBWA/SPAIN
• Martin Spillmann, Chief Creative Officer, Leo Burnett Continental Western Europe
• Naoki Ito, Chief Creative Officer & Founder of PARTY Tokyo
• Santosh Padhi, Chief Creative Officer & Co-Founder, Taproot India, Mumbai
• Sophie Schoenburg, Copywriter, AlmapBBDO, Brazil

The Intercontinental Advertising Cup was established in 2007 by organisers of the world's three biggest regional advertising festivals: Asia Pacific's Adfest, Ibero-American FIAP and New European Golden Drum, and now also the ADC*E, Art Director's Club of Europe.

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