Mumbai: India’s advertising industry welcomes a bold new entrant with the launch of Colloquial, an independent creative agency founded by Ishita Misra and Pradyot Mokashi. With its philosophy of ‘No voice of its own’, Colloquial positions itself as a distinctive player aiming to reshape brand storytelling.
The agency draws inspiration from the Superb Lyrebird—a creature known for mimicking sounds from nature and man-made life alike, without ever producing its own. Colloquial adopts this principle as its gold standard for advertising: becoming the voice of the brand, the consumer, and the idea—never its own echo.
Colloquial promises to merge deep cultural insight with creative craft. Ishita brings over 12 years of experience at Lowe Lintas, Tilt, and Ogilvy, with campaigns such as Dream11’s ‘Ye Apna Game Hai’, The Pink Foundry’s ‘Skin Is Stronger Than You Think’, and Sprite’s ‘Thand Rakh’. Pradyot’s eclectic journey spans space research to storytelling at Mullen Lintas, TVF, Tilt, and Ogilvy, where he worked on award-winning campaigns including Dream11’s ‘Ye Game Hai Mahaan’, Livspace’s ‘Don’t Try This At Home’, and the relaunch of ITC Bingo! Mad Angles.
“Great creative work, that solves client problems, comes from two things, understanding of the culture and the craft to make it stand out. Our vision is clear: To create work that’s rooted in culture, moulded with craft, and made to last – in memory, in meaning, and in the market,” Ishita shared.
Pradyot added, “Colloquial doesn’t want to have a signature style of advertising or a trademark way of thinking. Our focus is on creating ideas that are best for the brand, brief and the consumer we’re talking to. We want to create advertising for the people and not for advertising people. We believe that great ideas are born from culture, but the ones that go on to shape it, live forever. At Colloquial, we bring those ideas to life with clarity, craft, and conviction.”
