Santosh Padhi (Paddy) has launched his own independent ad agency – Into Creative. Paddy, the founder, will be the CCO and Chairman, while Ayesha Ghosh will be the CEO and Co-founder along with four other Co-founders.
Yogesh Rijhwani will lead creative; Tania Dey Strategy and Digital; Namrata Gosavi will lead design and digital; while Gargi Vegiraju will be the business lead.
Into Creative will help brands find that Big Directional Idea – not a line that lives in communication, but a big bang of an idea that can penetrate deep into the brand universe. Which can only be delivered by a team that’s game to go deep into things that count for a brand.
Padhi is not new to founding an agency. He co-founded Taproot back in 2009, which was sold to the Dentsu group. Into Creative is his brainchild to fill the current vacuum in the industry. He holds the majority stake in the company, while the others are also stakeholders.
Into Creative will officially be launching in Mumbai on March 30, 2025, the day of the Gudi Padwa/ Ugadi festival, which is celebrated as a new beginning in most parts of India, also the day when Lord Brahma had created the universe.
On launching Into Creative, Santosh Padhi (Paddy), Chief Creative Officer & Chairman, said, “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. 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.”
Ayesha Ghosh, CEO of Into Creative, said, “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.”
