Santosh Padhi, widely known as Paddy, is back in the advertising scene with his new independent creative agency, Into Creative. Paddy, who co-founded Taproot and later sold it to Dentsu, has launched this agency with a mission to bring bold, fearless, and innovative creative ideas to the forefront of brand building.
Alongside Paddy, Ayesha Ghosh serves as the CEO and co-founder of the agency. The founding team includes talented individuals who will lead different aspects of the agency: Yogesh Rijhwani will head the creative department, Tania Dey will manage strategy and digital, Namrata Gosavi will lead design and digital efforts, and Gargi Vegiraju will handle business development.
Into Creative aims to create “big directional ideas” – not just catchy slogans, but bold concepts that shape entire brand identities. This approach goes beyond traditional advertising to include digital, design, technology, and content that can build a deeper connection with audiences.
Paddy and Ayesha’s vision for Into Creative is to push creative boundaries and focus on work that challenges the norms. They believe that while Indian brands and platforms have grown, creativity in the industry hasn’t kept pace. “Our goal is to fill the gap by creating daring, fearless, and innovative campaigns that stand out,” says Paddy.
With a history of working on major campaigns for brands like Jio 5G, Hero Vida EV, and Jockey, the team at Into Creative brings a wealth of experience and expertise. The agency will officially launch in Mumbai on March 30, 2025, coinciding with the Gudi Padwa/Ugadi festival, a day that symbolizes new beginnings in India.
Into Creative is ready to redefine creative excellence and collaborate with brands that want to make a lasting impact.
