India – Santosh Padhi (Paddy) has launched his independent advertising agency, ‘Into Creative’, with a six-member founding team. The agency aims to revive bold, fearless creativity and deliver ‘Big Directional Ideas’ for brands across platforms.
Into Creative focuses on developing ‘Big Directional Ideas’—concepts that extend beyond communication to shape a brand’s broader identity. The agency takes a deep, collaborative approach to brand-building across multiple disciplines.
The agency’s ‘Big Directional Idea’ will serve as a foundation for various brand needs, from advertising campaigns and media properties to social content strategies, app design, tech-driven innovations, in-game content, and PR. These ideas take shape through collaboration, with a team working alongside a diverse group of creatives, technologists, and industry experts to bring fresh perspectives and drive ideas forward.
Leading the new creative agency is a six-member founding team, with Paddy as chief creative officer and chairman and Ayesha Ghosh as CEO and co-founder.
They are joined by co-founders Yogesh Rijhwani (creative lead), Tania Dey (strategy and digital lead), Namrata Gosavi (design and digital lead), and Gargi Vegiraju (business lead).
Bringing diverse skills and perspectives, the founding team combines contrasting viewpoints with complementary strengths. Their shared history of debating approaches, strategies, and ideas shapes their collaborative dynamic.
The six founding members previously worked together at Wieden+Kennedy India, which ceased its advertising operations in India in December 2024. They bring experience from handling major brands such as Jio 5G, Hero Vida EV, Hero Cycles, Jindal Steel, Jockey, and Zoya. Additionally, Yogesh, Gargi, Paddy, and Ayesha have a shared history at Taproot, the agency Paddy co-founded in 2009 before its acquisition by Dentsu Group.
“More experiments happen when independent. And experiments often fail but every now and then give birth to a gloriously unexpected, triumphant discovery. We’re here for that. We see ourselves as multipliers. When one collaborates with high creative integrity, respecting every platform, that’s when true magnification of ideas happens,” Ghosh said.
Paddy and Ghosh will oversee all aspects of the agency, with Paddy holding the majority stake while the other co-founders also have equity. The agency may bring in additional leaders for specialised verticals, with stake allocations as needed.
Into Creative is set to launch in Mumbai on March 30, 2025, coinciding with Gudi Padwa/Ugadi, a festival marking new beginnings in many parts of India. Discussions with potential clients are ongoing, with announcements expected in due course.
“I would have easily retired on an island, but the calling from adland is loud and clear. This industry has given me everything, and it is time for me to give back,” shared Paddy.
“Our focus will be on doing brave, fearless, creative brand work. Indian brands and platforms have grown in number, but creativity hasn’t. Oddly enough, brands are being built on creativity. Somewhere the passion of creative agencies to push boundaries has been lost. In a world where anything is now creatively possible, we are here to fill this vacuum,” he added.
