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
ABBY Awards 2026 names Rajdeepak Das, Khazanchi, Ramaswamy jury chairs
Top creative leaders to steer judging across film and direct categories
MUMBAI: The Ad Club has announced the appointment of three of India’s most prominent creative leaders as jury chairs for the ABBY Awards 2026, powered by The One Club.
Rajdeepak Das, chief creative officer, South Asia, Publicis Groupe and chairman, South Asia, Leo Burnett, will chair the AV Film (TV) category. Ashish Khazanchi, managing partner at Enormous, will lead the AV Film (Digital and OTT) jury, while Anupama Ramaswamy, managing director and chief creative officer at Havas Creative India, takes charge of the Direct category.
The trio brings a mix of creative firepower and industry experience to the judging table. Das is known for blending creativity with technology to solve real-world problems, with landmark campaigns such as Whisper’s “Touch the Pickle” and “Missing Chapter” helping reshape conversations around menstrual health. His work has earned top honours at global platforms including Cannes Lions and The One Show.
Khazanchi, meanwhile, has built Enormous into one of India’s leading independent agencies. Best known for creating Tata Sky’s “Jingalala” campaign, he has played a key role in shaping brand narratives for both legacy companies and startups, picking up hundreds of awards along the way.
Ramaswamy’s appointment rounds off the leadership trio with a strong focus on culturally resonant creativity. Her campaign “Ink of Democracy” became one of the most awarded works globally in 2025, earning multiple honours across Cannes Lions, Clio and Spikes Asia. Over the years, she has built a reputation for work that not only wins awards but also shapes public discourse.
The appointments come as the ABBY Awards continue to sharpen their global positioning, with backing from The One Club adding international heft to the platform.
The awards will be held during Goafest 2026 from May 20 to 22 at Taj Cidade de Goa Horizon, bringing together the industry’s top creative minds for what promises to be a closely watched showcase of ideas.
With heavyweight jury chairs in place, the stage is set for a high-stakes celebration of creativity where craft, culture and commerce collide.
