Roots India renamed TapRoot India

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | January 29, 2009
Certain technicalities have resulted in the renaming of the new agency

Aggi (Agnello Dias) and Paddy's (Santosh Padhi's) agency, Roots India, has changed its name just days after its christening. The duo's maiden venture is now called TapRoot India. The change was effected on advice from their consultants.

Aggi and Paddy's registered company is called TAP Network (The Aggi Paddy Network). The new name associates the parent company's name with the agency's name. Last week, afaqs! had reported that the two creative veterans started the operations for their agency with two accounts on their roster, The Times of India and the Mumbai Mirror.


was chief creative officer of JWT India, while Paddy was executive creative director at Leo Burnett, before they quit to set up TapRoot India.

The reasoning behind the name of their agency remains the same. Paddy says, "Both Aggi and I started out with careers in advertising because we were good at writing, creating and visualising concepts and ideas. In the course of our careers, we have worked at various agencies, and not all of them were necessarily creative. This initiative is a simple honest effort to return to the basics - our roots in the business."

Aggi explains that adding India to the agency's name is not just to show patriotism. Rather, it is a sincere token of their gratitude to the culture which gave them birth and embraced them and provided them a small space to grow.

© 2009 afaqs!