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Clio Awards 2016: Taproot Dentsu bags Silver, Bronze for McCann India

This year, Indian agencies have secured two metals at the Clio Awards 2016. Taproot Dentsu has bagged a Silver for its work titled ‘Newspaper works best in Outdoor’ done for the Indian Outdoor Advertising Association (IOAA). McCann Worldgroup India has secured a Bronze for its campaign, ‘The Dancing Letters’, done for the Maharashtra Dyslexia Association.

Taproot Dentsu is the only Indian agency to win a silver Clio this year for the IOAA campaign in the Photography category (Medium: Print Technique). It may be recalled that this campaign had bagged four metals at Adfest Pattaya (APAC awards), including a Gold and two Silvers. It was also a big winner at Goafest, besides picking up a few nominations at Cannes this year.

Commenting on the win, Santosh Padhi, Chief Creative Officer & Co-Founder, Taproot Dentsu, said, “This campaign has won big locally as well as internationally, so we had some hopes at Clio as well. It’s always a great pleasure to top the table and represent the country, we have done that on many occasions and many award shows again and again. Such creative award wins always help push the creative standards within the agency and the industry.”

Last August, this campaign was launched during an outdoor industry gathering OAC (Outdoor Asia Convention), where around 400 industry leaders across India had gathered. The campaign highlighted the ‘Power of Outdoors’. Conceptualised by Taproot Dentsu and brought to life by veteran advertising professional and ace photographer, Prashant Godbole, the campaign serves to reinvigorate the outdoor medium. This team had earlier partnered last year to create the Cannes Lion winning campaign ‘Hated by Some’ for Mumbai Mirror.

At any given point, many billboards across the country are empty, either with the media owner’s logo or phone number, the agency wanted them to utilise that space to communicate to the brands, advertisers, media planners, etc., in interesting ways by putting this campaign up on their empty billboards to benefit the outdoor industry.

The campaign was shot in different parts of India like the Rann of Kutch, Wai, etc., to bring out the pan-India flavour.

Meanwhile, McCann Worldgroup India walked away with a Bronze for its campaign done for the Maharashtra Dyslexia Association. ‘The Dancing Letters’ campaign won in the Direct Marketing category (Medium: Brand Design).

Commenting on the win, Prasoon Joshi, Executive Chairman, McCann Worldgroup India, Regional Creative Director, Asia Pacific McCann Worldgroup, said, “It’s always a joy to win a Clio. My sincere thanks to the jury on behalf of the McCann team. I would also like to thank our clients, without them these ideas would never have seen the light of day.”


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