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Tag: Yogesh Rijhwani

  • Paddy dives ‘Into’ it again: adland maverick launches new creative hotshop

    Paddy dives ‘Into’ it again: adland maverick launches new creative hotshop

    MUMBAI:  Santosh Padhi—better known as Paddy—is back in the game. The celebrated adman, who co-founded Taproot before selling it to Dentsu, has launched his independent creative agency, Into Creative, with a mission to bring back big, brave, and fearless ideas.

    Paddy will serve as chief creative officer &  chairman, with Ayesha Ghosh as CEO & co-founder. The founding team also includes Yogesh Rijhwani (creative lead), Tania Dey (strategy and digital), Namrata Gosavi (design and digital), and Gargi Vegiraju (business lead).

    “I could have retired on an island, but adland’s calling was too loud to ignore,” said Paddy. “This industry has given me everything, and it’s time 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.”

    Into creative

    More than just an ad agency, Into Creative aims to craft big directional ideas—concepts that don’t just live in ads but shape brand universes. The agency’s offerings span brands, insights, ideas, design, tech, digital, content, and collaborations.

    Said Ayesha Ghosh: “More experiments happen when independent. Sure, some fail, but some lead to triumphant discoveries. 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 “

    The six founders, all ex-Wieden+Kennedy India, have worked on some of the country’s biggest brands, including Jio 5G, Hero Vida EV, Jindal Steel, Jockey, and Zoya. Paddy and Ayesha also share history from their Taproot days.

    Into Creative officially launches in Mumbai on March 30, aligning with Gudi Padwa/Ugadi—a day marking new beginnings. The agency is already in talks with brands, with announcements expected soon.

    The creative revolution starts now.

  • Wieden+Kennedy turns Kyoorius’ initiative into an industry wake-up call

    Wieden+Kennedy turns Kyoorius’ initiative into an industry wake-up call

    Mumbai: This year, Kyoorius Creative Awards has introduced a special initiative to empower younger, growing agencies. For the first time, participants whose entries don’t make it past the first round of judging have a special incentive – they will get back 50 per cent of their entry fee, per entry. This is also the year when newer kinds of participation are being encouraged, be it for regional or for pharma.

    Their creative partner, Wieden+Kennedy India, felt this was an apt opportunity to take this brief to the next level. They’ve taken Kyoorius’s initiative of ‘giving something back’ to an industry-level clarion call, urging every member from adland to give back more to the industry that has made them.

    “Kyoorius has grown beyond an award, it has become the industry’s voice, that’s why this year’s campaign isn’t just about the award, it’s about addressing the uncomfortable realities in advertising and igniting the change it needs.” Wieden+Kennedy India chief creative officer Santosh Padhi (Paddy).

    “When I heard of Paddy’s brainchild, ‘Give Back’, it struck a chord with me. I know the world of Indian advertising is going through its toughest challenges and if we all don’t take ownership of our problems, if we don’t introspect and evolve, then who will?” shared Kyoorius founder CEO Rajesh Kejriwal.

    W+K Mumbai ECD Yogesh Rijhwani added “Our creative team found a way to express each hard-hitting message through some stunning typography, which has become the visual voice of the campaign. We enjoyed the love, especially for craft, in the comments section of these posts.”

    The campaign started on 21 Feb and has had more than 30 posts since. The creatives will continue to be shared till the actual day of the event.

    W+K partnered with Nirvana’s Rajiv Rao for a funnier take on Give Back video, featuring prominent ad landers and marketing names.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by kyoorius (@kyoorius)