CE DESK 
Colloquial, founded by Ishita Misra and Pradyot Mokashi, brings culture-driven, brand-focused advertising to India with a unique philosophy of having no voice of its own.
Colloquial is a new independent creative firm in India that was started by Ishita Misra and Pradyot Mokashi, both of whom had worked with Ogilvy in the past. The agency stands apart because it has a philosophy of having “no voice of its own,” which is based on the Superb Lyrebird, a bird known for being able to copy other birds. This idea makes the agency flexible, to truly represent the voice of each business and consumer instead of pushing a set style or an agency-centered approach.
Both founders have extensive expertise working with big advertising companies. Ishita Misra has worked at Lowe Lintas, Tilt, and Ogilvy, where she helped with campaigns for Dream11, The Pink Foundry, and Sprite. Pradyot Mokashi has worked at Mullen Lintas, TVF, Tilt, and Ogilvy, making ads for ITC Bingo! Mad Angles, Dream11, and Livspace. Their goal is to create work that is based on cultural knowledge and skill, with an emphasis on solutions that are popular in the market, have meaning, and stick in people’s minds.
Colloquial’s strategy is different from the usual “voices” of agencies. It embraces flexibility to come up with concepts that put the brand and the audience first in a congested advertising space. Their introduction is part of a larger trend of firms that focus on strategic, culture-driven creative for clients that want unique and authentic marketing.
Ishita said, “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, in meaning, and in the market.”
Pradyot added, “Colloquial doesn’t want to have a signature style of advertising or a trademark way of thinking. Our focus is on creating ideas that are best for the brand, brief and the consumer we’re talking to. We want to create advertising for the people and not for advertising people. We believe that great ideas are born from culture, but the ones that go on to shape it, live forever. At Colloquial, we bring those ideas to life with clarity, craft, and conviction.”
