Santosh Padhi, widely known as Paddy, has unveiled Into Creative, an independent advertising agency dedicated to bringing back fearless, boundary-pushing creativity to the industry.
Padhi, who co-founded Taproot in 2009 before its acquisition by Dentsu, will lead the agency as Chief Creative Officer & Chairman. He is joined by Ayesha Ghosh, former Managing Director of Wieden+Kennedy India, as CEO & Co-founder, alongside five founding partners:
This core team has previously collaborated on major brands, including Jio 5G, Hero Vida EV, Hero Cycles, Jindal Steel, Jockey, and Zoya.
Into Creative is built on the belief that creativity in advertising has become formulaic, and it’s time to reignite bold, fearless ideas. Its services are structured under:
✔ INTO Brands
✔ INTO Insights
✔ INTO Ideas
✔ INTO Design
✔ INTO Tech
✔ INTO Digital
✔ INTO Content
✔ INTO Collabs
The founding team shares a deep history of collaboration, having worked together at Wieden+Kennedy India before it ceased operations in December 2024, as well as at Taproot during its formative years. Their approach prioritizes debate, diverse perspectives, and co-creation, aiming to push creative boundaries with strategists, designers, coders, and content makers.
🚀 Santosh Padhi (Paddy), Chief Creative Officer & Chairman, said:
“I could have easily retired on an island, but the call from adland is loud and clear. This industry has given me everything, and now it’s my turn to give back. Our goal is to create brave, fearless brand work. While Indian brands are growing, creativity hasn’t kept pace. We’re here to fill that gap.”
🔥 Ayesha Ghosh, CEO, added:
“Independent agencies can afford to experiment, and while some experiments fail, others lead to breakthrough discoveries. We are here for that. True creative amplification happens when collaboration is rooted in integrity and respect for every platform.”
Into Creative will officially launch in Mumbai on March 30, 2025, coinciding with Gudi Padwa and Ugadi, which symbolize new beginnings. Discussions with multiple brands are already underway, with client announcements expected soon.
With a mission to challenge conventions and redefine creativity, Into Creative is set to shake up the advertising landscape.
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