AD Agencies
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.”
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.
AD Agencies
Advertising Rocks Season 4 returns to Goafest 2026 with musical flair
Industry talent takes centre stage as music meets creativity at Goafest
MUMBAI: The spotlight is back on music and marketing as Advertising Rocks Season 4 gears up for a high-energy return at Goafest 2026, promising a louder and more vibrant celebration of creative talent within the industry.
Now in its fourth edition, the platform continues to carve a niche as a space where professionals from advertising, media and marketing step beyond boardrooms to showcase their musical side. Open to solo and duet performers, the competition will unfold across multiple rounds before culminating in a live finale at the festival. Shortlisted participants will also receive complimentary access to Goafest, adding to the appeal.
Each category will feature four finalists, with winners decided through a mix of jury evaluation and audience votes, making the experience interactive as well as competitive. The stakes are equally compelling, with cash prizes ranging from Rs 25,000 to Rs 1,00,000 across categories.
Reflecting on the journey so far, BBH former CEO Subhash Kamath said, “This will be the 4th edition of Advertising Rocks and every year, it’s become better and better. We have some amazing musical talent in our industry and what better stage to perform than at Goafest. I hope we get more entries this time and I’m really looking forward to hearing some fabulous talent.”
Echoing the sentiment, Havas Media Network India chief executive officer Mohit Joshi said, “Season 4 of Advertising Rocks perfectly captures the spirit of our industry, where creativity doesn’t end at the workplace, it finds expression in many forms. At Goafest 2026, we are excited to bring back Season 4, bigger and more vibrant, giving professionals a platform to showcase their musical talent.”
Registrations for the competition are currently open, with entries accepted until April 30. Participants are invited to submit their performances and take a shot at the stage.
Co-hosted by the Advertising Agencies Association of India and The Advertising Club, Goafest 2026 will be held from May 20 to 22 in Goa. With Advertising Rocks returning to the lineup, the festival is set to strike a chord that goes well beyond advertising, blending ideas with rhythm and a touch of showmanship.
