MUMBAI: Taproot Dentsu has won Indian Premier League’s creative mandate. The win is a major coup for Dentsu Aegis Network’s creative agency as the prized account has been managed by Ogilvy India ever since the IPL launched in 2008.
While no official announcement has been made thus far, the development was first reported on by Economic Times.
Taproot has been working on the IPL creatives that are expected to roll out from March 23.
For the record, Taproot Dentsu was also the agency behind the mega success of Pepsi’s ‘Change the Game’ campaign for ICC World Cup 2011.
“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,” ET quoted a highly-placed source in the BCCI as having said.
“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 further told the business daily.
