10 minutes with Santosh Padhi

Campaign Brief Asia sits down with a prominent creative talent from our region and gets to know them better. This week in this regular “10 Minutes With” column is Santosh Padhi, Co-founder and Co Executive Creative Director of Taproot India.

What did you do before getting into advertising?

I did my B.F.A. (Bachelor of Fine Art) from Sir J.J. Institute of Applied Art, Mumbai.

How did you first get into advertising as a career?

When I was still in Art college, I went to Mudra Communications (DDB affiliated) which was close to my college, for their professional guidance in my final year. That’s where I was spotted, thanks to Lata Vasudevan (a then writer at Mudra) who recommended me to higher creative authority. Soon after, I was there as a trainee visualizer.

Who gave you your first big break?

Nalesh Patil, a rocking CDat Mudra, Mumbai. Was the guy who hired me, I worked with him for ayear and a half. After he left, it was Ramesh Ravindranath, who becamethe Creative head of Mumbai. I got to work very closely with him on acouple of projects despite the huge difference in designation. I wasnever made to feel different. Most importantly, he taught me the rightmix of creativity in advertising.

What is your career highlight to date?

Prettymuch the whole of 2009! I managed to pull off the task of making LeoBurnett India, the number one creative agency in India with two GrandPrix awards in print and outdoor, apart from winning metals in everyaward show. We won 6 metals at Cannes, out of which two were in theform of gold. We won the first ever Cyber Lion in India, and I was alsoranked the third best art director in the world by Campaign, UK. And at the end of the year I decided to start my own thing with Agnello Dias. It’s called “Taproot India”.

Your two best ads/campaigns that you have been involved with?

Undoubtedly- P&G Tide detergent campaign, which had TV, print, direct, outdoorand digital as well. We came up with a great proposition in the firstplace, which was, ‘Put stains back where they belong.’ I’m happy aboutthis campaign because this is one of the toughest categories to producefresh creative work. The print campaign was in the form of a magazinespread where the stains were glued to the objects producing them withtemporary glue. So on separating the stuck pages in the magazine, oneexperienced the stain being transferred from the garment back to theketchup, ice cream or lipstick! The TV showed a husband (with a pinkstain on his shirt) being dragged by his wife to his girlfriend’s housewhere she forces his shirt on her lips, only to see the lipstick goneback on to her lips and the shirt is super white again! The same simpledevice was adapted lovingly on other mediums as well.

Second- Luxor Highlighter for sure. For it is one campaign where the basiccategory benefit idea was owned by Luxor Highlighter by doing a 360degree campaign on ‘Highlight what’s important’, right from print tooutdoor to digital to designing of identity, packaging etc, where themedium was used to its max to get the idea upfront in a very simple,charming and engaging way. The other things part of this campaign were- a newspaper front page with important news bits highlighted; the samething in digital as well on a few news sites, and another digitalinnovation involving certain parts of the text on the site gettinghighlighted along with a Luxor product pop-up when selected on text.

Is there an ad that makes you green with envy?

Quitea few, actually. It has to be the Tide ‘Stains have no chance’ campaignwhich won a Cannes Grand Prix two years ago. If I had to give a GrandPrix among all the Cannes Grand Prix in print of the past decade, Tidewould be far ahead of the rest. Because as I mentioned earlier, this isone of the toughest categories to come up with ideas like this.

Then,the Zimbabwean currency notes being used as a medium to convey amessage was awesome! Again, The Great Schlep from Droga5 wasphenomenal. The problem was spotted and the message was narrowed downand focused to communicate to the senior Jewish living in America in avery emotional way. I see green.

Do you have a ‘worst mistake’ or a most embarrassing moment in your advertising career to date?

Theworst one has to be my first day in Leo Burnett when I barged into thewomen’s loo! (How I wish there was someone in there). I really felt badwhen I saw an ash tray with lipstick marks, cigarette butts and somestilettos sound outside the room. I literally shat!

Is there a person you have enjoyed working with the most? (Not someone you currently work with)

AmolJadhav, an amazing person & photographer. I meet him four yearsago, and we had clicked with each other instantly. The last few yearswe have been working very closely on some very good projects. I likehim because he is very hard working, experimental, dedicated, neversatisfied and very down to earth. Also, the bloke hardly speaks (whichis a rarity in advertising). Yes, he lets his work do the talking. Heis a very different animal when he is on the sets.

Who is the most interesting, or most inspiring, or funniest person you have ever met or worked with?

Thisone goes to Bhagwan Dagre – a studio Manager in Leo Burnett, India now.’Bhagwan’ in India means God. And typically, most Indian Gods have manylimbs and heads, indicative of multitasking. Trust me, this guy keepsup to it. He started out as a basic computer operator and is today thecreative studio manager, librarian and an in-house photographer, healso takes care of LB’s seven plus submission every quarter, awardentry. Besides, he also takes care of big, pitches, presentations andmany things. What works in his favour is, once you’ve aligned him somejob, be rest assured it will be done.

What’s your favourite leisure activity/hobbies outside of advertising?

Sincethe past few years, I have been ideating on my painting themes, styles,and techniques. It makes me feel happy that someday I will get there. Ispend a lot of time collecting old stuff.

Favourite holiday destination?

Favourite hotel?

Yet to be found. See that’s’ the problem with art guys…it’s difficult to find them something that’ll have them coming back.

Tell me something about yourself that not many people would know.

Ialmost left Art College at the end of my second year of college to getinto Navy. My dad was in the Army and so I was always passionate aboutdefense.

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