India – Former Ogilvy India creatives Ishita Misra and Pradyot Mokashi have teamed up to launch ‘Colloquial’, a new independent creative agency in India.
Positioning itself around the idea of having “no voice of its own”, Colloquial draws inspiration from the ‘superb lyrebird’, a bird known for mimicking sounds ranging from animal calls to mechanical noises.
The co-founders said this philosophy reflects their belief that an agency should adapt to the voice of the brand and consumer, rather than impose a signature style.
“Because only an agency with no voice of its own can truly become the voice of the brand. The voice of the consumer. A voice in service of an idea – not its own echo,” they stated.
Misra brings over 12 years of experience across Lowe Lintas, Tilt, and Ogilvy, with notable campaigns including Dream11’s Ye Apna Game Hai, The Pink Foundry’s Skin Is Stronger Than You Think, and Sprite’s Thand Rakh.
Meanwhile, Mokashi’s career spans from space research to creative storytelling at Mullen Lintas, TVF, Tilt, and Ogilvy, where he worked on campaigns such as Dream11’s Ye Game Hai Mahaan, Livspace’s Don’t Try This At Home, and ITC Bingo! Mad Angles’ relaunch.
The founders said their goal is to create work rooted in culture and craft, adding that “Colloquial – the agency that has no voice of its own – has the craft to make a billion voices its own.”
“Great creative work that solves client problems comes from two things: understanding of the culture and the craft to make it stand out. Our vision is clear: to create work that’s rooted in culture, moulded with craft, and made to last – in memory, in meaning, and in the market,” Misra shared.
Also commenting on the launch, Mokashi said, “Colloquial doesn’t want to have a signature style of advertising or a trademark way of thinking. Our focus is on creating ideas that are best for the brand, the brief and the consumer we’re talking to. We want to create advertising for the people and not for advertising people. We believe that great ideas are born from culture, but the ones that go on to shape it live forever. At Colloquial, we bring those ideas to life with clarity, craft, and conviction.”
