Taproot Dentsu, the creative agency behind popular campaigns for Bharti Airtel (Airtel girl campaigns), WhatApp (Share joy, not rumours) and Uber, has won one of the most prestigious creative accounts for any advertising agency — the Indian Premier League (IPL).Taproot will be working on all the creatives of IPL 2019, expected to kick off on March 23.Star India did not respond to an ET query, while Agnello Dias, chief creative officer, Taproot Dentsu, refused to comment for this story.“Taproot has done some superb work in the past and their ideas for IPL were fantastic. We will roll out the campaign created by Taproot Dentsu very soon,” said a highly-placed source.This will be the first time that Ogilvy India will not be involved with the IPL. For the last 11 seasons, Ogilvy has been associated with the cricket-entertainment league and has been creating campaigns for the BCCI.While Sony Pictures Networks India (SPN) and the BCCI used to run separate campaigns, when Star India won the media rights, BCCI and Star jointly ran the campaign last year. “Last year’s campaign by Ogilvy did not touch the right chord. Some of the IPL campaigns of the past have been very catchy and memorable. We wanted something new,” the source added.Incidentally, Star India had roped in former Airtel executive Rajiv Mathrani as chief marketing officer for Star Sports in September last year. Mathrani has worked closely with Taproot on the Airtel campaigns.
from Economic Times http://bit.ly/2GdPzG2
No comments:
Post a Comment