Taproot’s Santosh Padhi, lovingly known as Paddy has just been named one of the global 'Top 10 copywriters' by Cannes Lions making the achievement an honour for Indian advertising.
Paddy ranks 9th among the world’s highest ranked copywriters. Also featuring in the list are Hugo Veiga and Erick Mendonca from Brazil, John Mescall from Australia, Neil Ramanan from the USA and Lukas Liske from Germany.
The 2013 Cannes report is an analysis and insight of the winners at Cannes Lions this year. The report highlights the most awarded advertisers, independents, networks, production companies, agencies and clients.
The list also names the most awarded art directors, copywriters, creative directors and directors as well as the most awarded agencies in each region.
Paddy said, “Today the definition of a writer and an art director has changed. Both contribute to the big idea first, followed by the craft. We are in the world of big ideas and that is what more and more clients are looking for. So, for me this is recognition for big ideas more than writing. I’m happy that this year I have been contributing to the Indian tally by winning big titles for art direction – and this one is as a writer. It is always a great thing for a creative person to get recognised for his work – and that by elite juries. I am happy that the world is recognising and respecting the work from India. I am glad I am doing my bit to keep the Indian flag fluttering in the top 10.”
An integeral part of the industry for the past 18 years, Paddy graduated an art grad from Mumbai. After his 10-year stint at Leo Burnett (as an Executive Creative Director and National Head of Art), he and Agnello Dias started their own creative venture, Taproot India.
Taproot’s campaigns have won numerous awards including Paddy’s personal favourite for Conqueror Papers which is recognised as one of the most awarded and celebrated print campaigns from Asia.
Taproot recently came up with images that depict Hindu goddesses Lakshmi, Saraswati and Durga as victims of abuse. Rendered in classic calendar art style, the goddesses are depicted in all their finery and beauty, but with disturbing bruises on their faces, hitting home the message of abuse.
Paddy holds the record for the highest number of Cannes Lions (20) awarded to an individual Indian creative. With over 200 international and over 250 local awards as well as multiple Grand Prix titles under his belt, Paddy has served as a jury member for numerous national and international award shows: Cannes Lions, CLIO, the Dubai Lynx, Adfest Pattaya, the New York Festivals and the London International Awards to name a few.
“Creating something as well as being on a jury – both are very challenging and oddly fulfilling tasks. But you can’t choose between them. It is like comparing apples with oranges. To create something from scratch that goes on winning on a global platform which raises the standard of the industry is something else. Whereas when you are on a jury, you are locked in a room for three days with thousands of ideas. And then there is so much to learn from the discussion and debates in such jury forums. With juries across the globe, with different POVs, it is a wonderful learning to be in that room. What I do day in and day out is my passion, but to be rewarded is an honour,” Paddy said about his work.
“India has achieved a lot in a short span of time in the field of advertising & marketing, especially in last one decade or so. India is a very different marketplace to operate in with so many languages, behavioural and lifestyle patterns. Therefore, it’s never easy to get the communication right, but we have been getting better and better. We have drastically improved our communication skills and our execution skills. Today, India and Indians have a huge respect in the global advertising/marketing forums, our work too inspire the world today. We have the talent and the expertise and a unique advertising culture today,” stated Paddy.
Feature Image: Taproot India’s Santosh Padhi with Gold Lion in Design at Cannes Lions 2013/http://www.bestmediainfo.com/
Source: bestofmedia.com
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