Advertising veterans Ishita Misra and Pradyot Mokashi have launched Colloquial, a new agency in Mumbai that rejects the idea of a single brand voice. The shop says it will shape‑shift to echo the tone of its clients and audiences, deliberately keeping the agency’s identity out of the spotlight.
The approach draws inspiration from the Superb Lyrebird, known for accurately mimicking its surroundings. Colloquial says its campaigns will similarly echo diverse voices, keeping brand narratives at the centre and the agency in the background.
Founders Bring Experience
Ishita Misra brings over a decade of experience across 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’ to her credit.
Pradyot Mokashi, who started his career in space research before moving into advertising, has worked with Mullen Lintas, TVF, Tilt and Ogilvy. His portfolio includes campaigns like Dream11’s ‘Ye Game Hai Mahaan’, Livspace’s ‘Don’t Try This At Home’, and the relaunch of ITC Bingo! Mad Angles.
Culture Shapes Work
According to the founders, Colloquial’s differentiator lies in reading and reflecting cultural cues rather than broadcasting a fixed creative voice. Misra and Mokashi argue this allows campaigns to feel personal, relatable, and lasting, enabling stronger brand connections in crowded markets.
In their words, Colloquial wants to act as a partner that listens more than it speaks, creating advertising that is authentic rather than forced. This approach could help brands build deeper and more emotional connections with their customers in a crowded market.
Creative Ad Agencies
Creative ad agencies are companies that help brands tell their stories in an attractive and effective way. They design advertisements, campaigns, and strategies that connect with people through visuals, words, and emotions. Unlike traditional agencies that may stick to one style, creative agencies adapt to trends, culture, and audience needs.
Creative agencies typically build brand stories through distinct visual and tonal styles. Colloquial enters this competitive space by rejecting a house style altogether, betting that flexibility and cultural grounding will resonate more with consumers saturated with generic campaigns.
Colloquial joins this space with a promise of being flexible, original, and rooted in culture. By shaping campaigns that sound like the people they are meant for, the agency hopes to make advertising feel less like a message and more like a conversation.
