Tapple India, Grand Cup Winner at ICAC

The 7th Intercontinental Advertising Cup (ICAC) was held in Belgrade, Serbia, on April 17th. The Grand Cup, the festival's top prize, was awarded to an entry from Dentsu Group's Taproot (India).

ICAC was established in 2007 by three major regional advertising festivals: the Asia-Pacific Advertising Festival (ADFEST) for Asia, FIAP for the Ibero-American region, and the Golden Drum, centered on Eastern Europe. The Art Directors Club of Europe (ADC*E) has participated since its inception. Works that reach the final selection stages at these festivals are entered into ICAC. The aim is to recognize ideas that leverage regional culture on an international stage.
This year, the Grand Cup was awarded to Taproot's TV commercial "I am Mumbai," created for the local newspaper Mumbai Mirror.

Set in the metropolis of Mumbai, the commercial features four citizens: a man whose books are burned and whose speech is suppressed; a mother whose child's milk is diluted with sewage; a child suffering in poor living conditions where eating and defecating occur in the same space; and young people who find it unbearable to have political party posters plastered on their home walls. A young man who cannot bear having political posters plastered on his home's walls. They grab megaphones and shout their plight and anger at the top of their lungs into the bustling crowds, but passersby walk by in silence. The helpless rage and sorrow resonate through the message "I am Mumbai" and the stark monochrome imagery.
All these scenes are based on articles featured in "Mumbai Mirror," with publication dates displayed in the footage. Regarding the commercial's concept, Taproot's Rafool Kansal explains, "In a metropolis where ordinary people are overwhelmed by powerlessness and victimized by an uncaring social system, 'Mumbai Mirror' empowers its readers and gives them a voice."

This work won the Grand Cup and also received awards in three categories: "Corporate," "Film," and "Use of Local Culture."
This year's ICAC selected 33 winning entries. By festival, ADFEST had 9 winners, FIAP 12, ADC*E 8, and Golden Drum 4. From ADFEST, besides Taproot, Dentsu Inc.'s "Tokyo Children's Newspaper" project with the Tokyo Shimbun won in two categories: "Interactive" and "Communication Media and Publishing."

The commercials can be viewed on the ICAC website.
http://bit.ly/1jx2UY9