Industry stalwart Santosh Padhi, popularly known as Paddy, is set to launch a new independent creative agency, Into Creative, alongside a team of seasoned advertising professionals. The agency will officially commence operations in Mumbai on March 30, coinciding with Gudi Padwa and Ugadi, festivals symbolising new beginnings in India.

Padhi, who previously co-founded Taproot in 2009 before its acquisition by the Dentsu Group, will serve as Into Creative’s Chief Creative Officer and Chairman. Ayesha Ghosh, an experienced leader in the advertising industry, will take on the role of CEO and Co-founder. They will be joined by four other co-founders, each bringing their own expertise to the agency.

From what is understood, Yogesh Rijhwani will oversee the creative division, while Tania Dey will spearhead strategy and digital initiatives. Namrata Gosavi will lead design and digital, and Gargi Vegiraju will be responsible for business leadership. The team, which shares a history of working together at Wieden+Kennedy India, aims to revive fearless creativity in an industry that has become increasingly risk-averse.

With a diverse skill set and a unified vision, Into Creative intends to redefine the role of advertising by focusing on what it calls the Big Directional Idea—a concept that extends beyond traditional communication to influence all aspects of a brand’s ecosystem. This approach will encompass advertising campaigns, media properties, social content strategies, tech-driven innovations, and more.

“I could have easily retired, but the call of the ad world is too strong to ignore. Creativity has stagnated in an era where the possibilities are limitless. We are here to challenge that status quo,” Padhi said. 

“Independent agencies have the freedom to experiment, and with experimentation comes discovery. We see ourselves as multipliers—elevating ideas through collaboration and creative integrity,” Ghosh added. 

Into Creative will operate across various specialised verticals, including Into Brands, Into Insights, Into Ideas, Into Design, Into Tech, Into Digital, Into Content, and Into Collabs. While the founding team will drive the agency’s vision, additional leadership roles may be introduced to head specialised verticals, with stake allocations made accordingly.

The founding members bring extensive experience, having worked on major brands such as Jio 5G, Hero Vida EV, Hero Cycles, Jindal Steel, Jockey, and Zoya. Four of the co-founders—Padhi, Ghosh, Rijhwani, and Vegiraju—also have a shared history from their time at Taproot.

With a pipeline of prospective clients already in discussion, Into Creative is gearing up for an impactful entry into the market. Further client partnerships are expected to be announced in the coming months.