Roots India to be known as TapRoot India now

Agnello Dias' and Santosh Padhi's new venture, which was to be called 'Roots India', will now be called 'TapRoot India' on the advice of the firm's consultants

The consultants felt that since the company under the registration is called 'TAP' (The Aggi and Padd) former JWT chief creative oficer Agnello Dias and Leo Burnett's former executive director, Santosh Padhi, re4cently announced the launch of their new venture, called 'Roots India', in Mumbai, with a staff strength of 12.(See: JWT's Dias, Leo burnett's Padhi set up new venture Roots India).

TapRoot India is a communications services company that specialises in all forms of conventional and unconventional media. In partnership, both the founders are equal and sole partners in the venture.

Padhi joined Leo Burnett in 1999 as senior art Director, later he was promoted as group head, associate creative director and then executive creative director.

Agnello Dias was senior vice-president and executive creative director, JWT.

Dias, or 'Aggie' as he is popularly known, joined the field of advertising in 1990 as a trainee copywriter with Dart Advertising.

Since then, he has worked for agencies such as Interpublicity, Lowe and, finally, Leo Burnett, where he spent around 12 years, handling such clients as Bajaj, Thums Up, Heinz India, The Times of India, Fiat, McDonalds and Indian Oil.