Exclusive | Dentsu wants new paradigm: Rohit Ohri

Dentsu India Group, part of Tokyo based creative giant, Dentsu Inc has acquired a 51 percent stake in domestic creative agency, Taproot India Communication – a company floated by Agnello Dias and Santosh Padhi. Founded in 2009, Taproot India today has an impressive roster of blue-chip clients and an unparalleled reputation for cutting-edge creative capability. Within a short span of three years, Taproot emerged as one of the Cannes Lions top 20 independent agencies in the world. 

 

On the rationale behind the acquisition of Taproot and the plans ahead, Adgully chatted with Rohit Ohri, Executive Chairman, Dentsu India Group, and he spoke about the thinking behind this move. A wholly owned subsidiary of Dentsu Inc., Tokyo, the Dentsu India Group already comprises three standalone full-service advertising agencies – Dentsu Communications, Dentsu Marcom and Dentsu Creative Impact – as well as Dentsu Media and Dentsu Digital. 

 

Here’s what Rohit had to say to our questions – 

 

Adgully (AG): How do you see Taproot fitting in your entire strategy? What is the rationale behind this acquisition? 

 

Rohit Ohri (RO): We have a strategic plan and we are looking at where we want to be in the industry in India. In countries like China and Brazil we are already at the top. So the question was where we are in India? We needed to figure that out and the entire strategy is to really move to the next level. For that we need to get the best quality and talent. Taproot has, very quickly, become one of the most respected communication agencies in India. In fact, Aggie and Paddy are globally recognized and celebrated creative talents. We are delighted that they have chosen to partner with Dentsu. Taproot alliance will give a significant fillip to our growth plans for India. Our collective vision is not to be the biggest but to be the best in the industry. In a way it was an easy decision. 

Will both the agencies simultaneously co-exist, or be a merged entity with a different name? 

 

We are not merging anything. Taproot is a big name by itself and has a tremendous amount of respect and connect with its clients. We do not want to change anything – not even the name. The only thing that will happen now is that there will be integrated communication. We will use some of their ideas and go to the client with more offerings. We will give support to Taproot  with integrated communication solutions and national network. So it is pretty much about more power and clout. It will add to the ‘The Dentsu Way’ through the delivery of not just creative and effective integrated communication solutions but also world-class service quality which is a hallmark of Dentsu the world over. 

 

 

RO: Honestly we understand and like each other. Hence we are not going to hurry up in taking any decisions. We are already big here, and we need to understand what it will take to drive the agency to the next level. We are not rushing into anything and need to understand what needs to be done. The management control will be in the hands of Agnello and Padhi. There is no big issue there. Dentsu provides them with network, capacity and technology. They want access to what is globally the best – for instance we have the best digital activation across the globe which can now be capitalized upon. Overall Taproot’s everyday operations and management will remain unchanged. We will ensure that Taproot’s independent spirit and fiercely creative culture stays intact. It will just have a lot more firepower added through integrated communication, execution capability, and an all-India network. 

Given the overall scheme of things, Dentsu is trying to consolidate and bring more power to itself. Do you see Dentsu becoming a strong powerhouse in the months to come? 

Of course. We want to be a creative powerhouse. Dentsu wants to be the best creative agency in the world, as also a creative powerhouse in India. 

 

 

RO: The two fundamental things were – one, the capability of the founders. I think they are amazing and I am a fan of their work. I am attracted to their work. The second thing is the strong mutual admiration. In many ways we share common values and the way we work. It is great when you can work with people who are like minded. 

 

 

RO: A lot of it is true. Dentsu’s reputation is shinning in Tokyo and that is what we want to do in India. Combine the best of creativity in the new media, be the next powerhouse in the market. We want to push  integrated communications – online and offline combined because of new generation of consumers. Dentsu wants new paradigm. With Taproot, combining the best ideas in the market with great understanding of technology and consumers will gain more momentum. Dentsu wants to be the next advertising story in India.