Taproot on a 'non-mass media' TRIP

Taproot India Communications has announced the launch of TRIP (Taproot India Plus), a 'non-mass media' unit focused on creative execution and services.

TRIP will focus on ‘high end, high value’ production, with play across consumer touch points including POS, brand signage, in-shop displays, merchandise, exhibitions and events.

“We believe a positive approach, understanding of the medium, innovative thinking, huge industry experience and an eye for perfection can make all non mass-media touch points play a far stronger role in the communication mix than they do today, which is merely a support or reminder to the main communication units,” said a Taproot statement.

TRIP will be based in Mumbai and supported by a network across cities for national level execution. It will be headed by Purushottam Joshi, director, and partner in the unit. Joshi brings with him over 25 years of experience in the advertising and print industry, in art and production roles at agency networks such as JWT, Euro RSCG and Mudra.

Santosh Padhi, chief creative officer and co-founder, Taproot, explained that TRIP would not be just another 'BTL' unit.

He said, “The industry spends on retail/ on-ground/ merchandise are already steep but sadly, the quality needs to improve much more to honestly justify those spends. The industry has moved ahead quite a bit on film production in last five years with our television work looking far better than what it was a decade back. But we are yet to do the same in other areas”.

Agnello Dias, chairman and co-founder, Taproot, added, “This sort of service does exist in international markets where once the big idea is arrived at, the creative services execution team, with their 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 teams independently like one does with a research or a digital agency”.

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