With a philosophy of ‘No Voice of Its Own,’ Colloquial positions itself as an agency that amplifies culture, craft, and consumer voices
Mumbai, August 18, 2025: India’s advertising landscape has a fresh entrant with the launch of Colloquial, an independent creative agency founded by industry veterans Ishita Misra and Pradyot Mokashi. What makes the agency stand out is its unusual philosophy of having “no voice of its own,” enabling it to fully embody the voice of brands, consumers, and culture.
The agency draws inspiration from the Superb Lyrebird—an extraordinary mimic in the natural world, capable of replicating everything from bird calls to chainsaw roars. Like the lyrebird, Colloquial aims to be the ultimate creative chameleon, bringing brands to life without projecting a singular agency style.
With a blend of cultural insight and creative craft, Colloquial leverages the diverse experiences of its founders.
Ishita Misra, with over 12 years at Lowe Ogilvy, has delivered memorable campaigns including Dream11’s Ye Apna Game Hai, The Pink Foundry’s Skin Is Stronger Than You Think, and Sprite’s Thand Rakh.
Pradyot Mokashi, who transitioned from space research to advertising, has crafted award-winning work at Mullen Lintas, TVF, Tilt, and Ogilvy, including Dream11’s Ye Game Hai Mahaan, Livspace’s Don’t Try This At Home, and ITC Bingo! Mad Angles’ humor-driven relaunch.
“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, meaning, and the market,” said Ishita.
Pradyot added, “Colloquial doesn’t want to have a signature style or a trademark way of thinking. Our goal is to create ideas that best serve the brand, the brief, and the consumer. We believe the greatest ideas are born from culture, but the ones that shape it live forever. That’s the kind of work we want to create—advertising for the people, not just for advertising people.”
With this philosophy, Colloquial positions itself as the agency that has no voice of its own, yet has the craft to make a billion voices its own.
About Colloquial
Colloquial is a newly launched independent creative agency co-founded by advertising leaders Ishita Misra and Pradyot Mokashi. Inspired by the Superb Lyrebird, the agency embraces the philosophy of “No Voice of Its Own,” creating campaigns deeply rooted in culture and executed with craft. The agency’s vision is to deliver memorable, meaningful, and market-shaping ideas that put brands and consumers at the center.
