Taproot India floats new design vertical

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | June 12, 2013
The division will be led by Santosh Padhi and Agnello Dias along with Sameer Asth, who will take care of strategy.

Taproot India has launched a new design vertical called SquareRoot Design. According to the agency, SquareRoot Design was in its undercover existence over the last few months and has squared with strengths of PepsiCo to launch Atom, Marico for SetWet Deo and Gel, Kik Cola for Sri Lanka and Sanjeev Kapoor's range of Khazana products.

Taproot & Squareroot

Sameer Asth, who recently joined Taproot India as head of business and strategy, will be involved in SquareRoot Design. The division will be led by Santosh Padhi and Agnello Dias, along with Asth, who will take care of the strategy.

SquareRoot Design is a brand consultancy focused on multiplying the brand and its business growth, defines the agency. "The definition of advertising and marketing is changing, so is the definition of media. Be it TVC, print or design, they have to blend in very well to push the brand in the new age market. Design is relatively new compared to other media in our country. Brands have discovered the need of great design at every consumer interface. There is a great need of design and aesthetics while keeping the brand philosophy in mind in a cluttered and massive market like ours," says Santosh Padhi, co-founder, Taproot India.

SquareRoot's frame of work will range from defining a path to growth to creating a name, nomenclature, verbal and visual language, packaging, tangible retail engagement and viral content for the virtual world. "SquareRoot Design combines intuitive force to achieve objective growth, applies behavioural insight to create a world of meaningful brand rituals and grooms consumer communities for cultural action," the agency says in a statement.

Taproot India, which is now part of the Dentsu Network, was set up in 2009 by Agnello Dias and Santosh Padhi. Within three years of its existence, the agency was one of Cannes Lions top 20 independent agencies across the globe. Some of the brands that it has worked for include PepsiCo, Airtel, The Times of India, Polycab, Marico, Karbonn Mobiles, Mumbai Mirror, Nirma and NourishCo.

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