Bestads Six of the Best reviewed by Santosh Padhi, CCO/co-founder, Taproot Dentsu, Mumbai

Santosh.jpgEach week Bestads picks the very best advertising in the world, in every medium - which is reviewed by a top creative director or team to select their own personal favourites.

This week's guest judge is Santosh Padhi, chief creative officer and co-founder of Taproot Dentsu, Mumbai.

BEST TV
Winner: Warburtons TVC has everything that a brand commercial should, well produced, wonderful casting, very entertaining, the period feel is captured well, love the fact that the entire story is around the product/category, the film has lots of humorous pitch points that does not make the 3 plus minute tvc look that long (loved the sarcasm garlic bread bit) I watched this twice as this has all the re-watchable values to engage someone more than once for sure.
Runner up: XBOX Assassin Creed Origins has a got a nice visual language to it, loved the music which is in sink with the visual pace, to me this was like the silence before the storm, certainly has the coming soon sort of feel to it.

BEST PRINT
Winner: Uninassau is quite arresting, the stark black and white illustration certainly stood out of the lot, 'whoever laughs at victims also commits bullying' is a good take, wish the copy was a bit more precise, I think this issue needs to be talked about more often, it's a silent killer that continues to grow in society today.

Runner up: Acerbis. The messaging along with the visual is bang on, that's the part at times hurts the most to many bikers, would have loved to see the headline being treated as headline and not down played that much, as that's nice and cheeky!

BEST OUTDOOR
Winner: Organ Donar Price Tag: the price tag which doubled up as a organ donation card is a traditional, simple and powerful idea that can be easily adopted globally, its an idea that will impact the society in a positive way as it has a very strong call to action, which many public service initiatives don't, its lot tighter and has a solid ownership over the idea when a recycling company doing it, hats off to the team this certainly made me jealous guys.

Runner Up: Shell 2 Wheels vs Gravity, horizontal vs vertical, Machine vs Natural stunt is a fresh and new way to demonstrate power, for years we have seen many ways for communication the same point of power/ speed, but I liked the way this comparison, the story is well told through this case video.

BEST INTERACTIVE
Stop the Horror.jpgWinner: Stop The Horror. A brilliant initiative to pass the Voluntary Assisted Dying law in the parliament, what a powerful piece of work, it's honest, as real as it can get, looks like slice of life and grabs you in even if you're not wanting to see any more, brilliant story telling, detailing to its core, one of the most powerful pieces of work I saw today, at times if you put the problem honestly it works more harder than the solution (this is the best example) this clearly shows the horrible suffering how all the three parties i.e. the patient, relatives and doctors (same order) go through during the last stages of such deadly diseases, loved the fact one is not forced to see the entire film as there is an option to stop the horror in the form of a button that stops the viewing and takes you directly to the call to action pack, simply beautiful!

Runner up: Arriba Mexico. Symbolic room, lovely, simple, relevant and hard hitting spoof, very few times the spoof creates an impact this certainly did to me, it's bang on showing the problem like the "Stop the Horror film", where the whole website is full of disaster affected houses, the blend of 'hotel stay' is just right, the creatives didn't trip too much on the creative device, they knew where to stop, cutting the amenities nails it further!

This week's guest judge is Santosh Padhi, chief creative officer and co-founder of Taproot Dentsu, Mumbai.

Popularly known as 'Paddy', Santosh Padhi started his advertising career 2 decades back. An art graduate from Mumbai, he started his carrier with DDB, then a good fruitful 10-year stint at Leo Burnett, where he was an executive creative director and the national head of art. 8 years ago he started his new creative venture 'Taproot India'.

Over the last 8 years, Taproot Dentsu has risen to become one of India's most prominent creative agencies, notching up several accolades along the way.

In its very first year it was the only agency in Asia to win a Gold Clio. The same year Taproot was rated the No. 1 Independent Agency from India at Cannes and ranked amongst the Top 20 Independent Agencies in the World in the Cannes Survey. The agency was also declared the Best Performing Agency from India at Adfest 2010 with multiple Gold's to its credit. Conqueror Papers print campaign was one of the most awarded and celebrated print campaigns which was ranked the 11th most awarded print campaign in the world by the Gunn Report 2011. Best Performing Indian Agency in 2011 at Spikes Asia, was a runner-up for Best Performing Independent Agency in 2012 the same year. In 2012 Taproot was as Indian & South Asian "Creative Agency of The Year" by Campaign Asia, Topped Gunn report released in 2013, Taproot crowned "Creative Agency Of The Year" title at the Adfest Pattaya 2013 first ever Indian agency to win this title followed by a record 4 Gold's at Cannes 2013 for its Times Of India Farmer Suicide Campaign, 2014 Cannes Gold for "I'm Mumbai" TV campaign, 2015 the same piece picked up a grand prix at Spikes Asia.

Last year they were the "Agency of the year" at the local Goafest Awards. In Spikes Asia 2017 the agency recently won the coveted Integrated Grand Prix and was also named as "Agency of the Year India" Award. Taproot has been rated in the top three awarded agencies in India for the last 8 years consecutively, be it creative or effectiveness, be it at local or international award. Adidas Odds which is close to his heart and most recent creation of his is one of the most awarded campaign from India in 2017.

With over 200 international (includes 2 dozen Lions), and over 300 local awards as well as multiple Grand Prix titles under his belt, He is in the top 10 Creative's in the world according to the 2014 Cannes survey, he has also been voted as one of the top 40 Asians to look for according to Campaign Asia's survey in 2013. In 2015 he was nominated as the South Asian "Creative Person of the Year" by Campaign Asia.

Paddy has deservedly served as a jury member for numerous national and international award shows including Cannes Lions, Clio, New York Festival, London International Awards, Dubai Lynx, Adfest Pattaya, AdStar Busan, ADC, ANDY awards, Kancil Malaysian Award, Chilli-SriLankan Award and many other local advertising shows. He has also served as Jury President at Adfest, for Design and Print Craft Category.

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