MUMBAI: Indian dark horse Taproot has emerged as agency of the year at the latest edition of the AdFest 2013, one of the most important and well regarded advertising festivals in the Asia Pacific region, with a tally of 11 trophies. These include the ‘I Am Mumbai’ film made for Mumbai Mirror which won a Grand Prix in Lotus Roots, a category specially designed to rewards work that preserves and celebrates local culture, heritage and values. ‘I Am Mumbai’ also won gold in the keenly contested films category.
Taproot’s other trophies include a silver for The Times of India, yet another Lotus Root for the public service ad ‘Save Our Sisters’ which also went on to win a silver for art direction and bronze in print. The agency won five other bronze for Fox Movies in film, Rolling Stone in outdoor, Prayas Bharati in art direction, Artan in illustration and for Red Cross in Packaging.
Reacting to the victory, Agnello Dias, chairman and partner, said: “With the agency of the year I am quite astounded. I never thought it could be done sitting in one city with one office. Last year we were runner-up on independent agency of the year and considering the number of independents in Asia, I thought that was great.”
Santosh Padhi, chief creative officer and partner at Taproot, says: “To be the best creative office in the whole of Asia is an amazing feeling. This is definitely putting pressure on us. But since we do not have any network or other sort of pressure, the pressure to beat yourself is wonderful to have.”
The other Indian agency of note at AdFest this year was McCann Worldgroup which won six trophies.