The new advertising venture of Aggi (Agnello Dias) and Paddy (Santosh Padhi), ‘Roots India’, has been renamed ‘Taproot India” just after a week it was christened.
According to Aggi, the decision was taken on advice from their consultants. The parent company of the agency is TAP Network, which stands for The Aggi Paddy Network. Aggy and Paddy felt that the agency’s name should be associated with that of the parent company.
Aggi explains, “The name change has been done in order to have some part of our registered company name as a part of the advertising agency name. Our consultants have advised us that the name of ad agency should have a generic code with that of our registered company.”
Before leaving their agencies to start the new venture, Aggi was chief creative officer of JWT India and Paddy was executive creative director with Leo Burnett.