Taproot adds new division TRIP headed by Purushottam Joshi

Taproot India Communications (TIC) has launched a new division, TRIP a creative execution & services unit specializing in non - mass media and production activities for the advertising, publicity and marketing industry. It is a known fact that any idea in communications is only as good as its execution. And if the execution is not upto the mark, even the best of ideas can meet a premature end. 

 

Many a times the extension of a TV, press or outdoor campaign is left with limited innovation and not looked upon with greater attention to details. Yet very often that is the only face of the brand that the consumer interacts with. Here we are not talking about the standard BTL but every single experience point where a brand has a connect with its consumer. For example POS, brand signage, in-shop displays, merchandise, exhibitions and events etc. 

 

TRIP, with its core competencies in the above mentioned activities of high end, high value production with the creative backbone of Taproot India, hopes to change all that.

We believe a positive approach, understanding of the medium, innovative thinking, huge industry experience and an eye for perfection can make all non mass-media touch points play a far stronger role in the communication mix than they do today, which is merely a support or reminder to the main communication units.  

 

TRIP will be based out of Mumbai, but our multi city network tie ups can support national level requirements too. It is headed by Purushottam Joshi who is also a partner in this unit; Joshi will be leading this unit as a director and will be the face of this unit with an experienced team under him He has over 25 years of experience in the advertising and print industry. He has worked in large agency networks such as JWT, Euro RSCG and Mudra where he played a key role in successfully leading the Art and Production function and transforming them into critical divisions for those agency's clients.  

 

Says Santosh Padhi “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. The industry has moved ahead quite a bit on film production in last five years with our television work looking far better than what it was a decade back. But we are yet to do the same in other areas”. 

 

Adds Agnello Dias “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 these set of team independently like one does to a research or a digital agency”. 

 

With his deep knowledge and vast experience of the industry, Purushottam Joshi Director of TRIP feels “There is a disconnect between what kind of state-of-the-art technology available in the market versus what’s being used or rather how it's being used to reach consumers. In fact he is positive that ventures like TRIP can bridge the divide between brands and consumer across non mass-media touch points in a more relevant and effective way”