The duo, Dias and Padhi, co-founders and creative directors of Taproot India, says, "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. 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 the set of teams independently, like one does to a research or a digital agency."
The new outfit will be led by Purushottam Joshi, director. It will function mainly from Mumbai, and in case of national level execution, it will work through its multi-city network tie up.
"There is a disconnect between what kind of state-of-the-art technology is available in the market versus what's being used, or rather how it's being used to reach consumers. In fact, ventures like TRIP can bridge the divide between brands and consumers across non mass-media touch points in a more relevant and effective way," says Joshi.
Joshi, who has more than 25 years of experience, holds a diploma in mass communication from Mumbai University. He started his career with Mudra Communication (now DDB Mudra Group) as production manager in 1989. Over the years, he was promoted as senior production controller. After 10 years, he moved to Euro RSCG as head, production. He made his next move after five and a half years, as he joined JWT, where he held the position of senior director, creative services.