Mumbai, India— Creative industry veteran Rayomand J. Patell has announced the launch of Firestarter, a new integrated brand communication, technology, and production agency in India. The agency aims to cater to founders, chief marketing officers, and chief executive officers seeking growth through brand definition and innovation.
Patell, who serves as founder, chairman, and chief creative officer of Firestarter, said the agency’s model centres on the principle of “defining brands ignites revenue.”
“We ignite scalable growth by defining and differentiating your brand to deliver valuable outcomes. Firestarter defines your brand by our proprietary process, crafts a unique brand identity through design, and then creates an original, integrated creative idea that’s strong enough to add synergy across every brand medium, touchpoint, and technology,” said Patell.
Firestarter positions itself as a medium-agnostic agency with a focus on integrating communications, design, and technology, supported by newsroom-style operations and AI-enabled production.
The agency’s launch coincides with a strategic partnership with Munich-based MONKEYWAY GmbH, a company known for its 3D real-time streaming technology used by global luxury and automotive brands, including Mercedes, Maserati, and Koenigsegg.
As part of this collaboration, Patell has also been appointed chief creative officer at MONKEYWAY.
Through this partnership, Firestarter plans to offer Indian clients access to advanced 3D brand technologies and immersive digital experiences.
“MONKEYWAY brings class-defining 3D real-time streaming technology, trusted by global luxury brands, to the Indian markets. Clients gain a seamless, scalable, and truly impactful brand-to-technology pipeline,” said Andreas Adam, chief executive officer of MONKEYWAY.
Patell has held senior creative roles across leading agencies, including Everest Dentsu Young & Rubicam, SSC&B Lintas, and Contract (WPP). As executive creative director, he also led a turnaround at Havas Mumbai.
His move into technology-driven communications began at Idealake, where he served as chief creative officer. During his tenure, the agency delivered global-first digital initiatives such as McDelivery and was named Agency of the Year for its work across communications and web development. He later held leadership positions at Schbang and Laqshya Group before deciding to establish his own venture.
Firestarter aims to combine global creative and technological expertise while nurturing local talent. The agency plans to expand internationally and introduce a training programme to mentor emerging creatives in the industry.
