India’s advertising sector embraces a daring new player with the debut of Colloquial, a standalone creative agency established by Ishita Misra and Pradyot Mokashi. Embracing a philosophy of 'No voice of its own', Colloquial establishes itself as a unique entity intent on transforming brand narratives.

The agency takes its cue from the Superb Lyrebird—a species famous for imitating sounds from both nature and human life, without creating its sounds. Colloquial embraces this principle as its benchmark for advertising: serving as the voice of the brand, the consumer, and the concept—never its own reflection.

Colloquial commits to combining profound cultural understanding with artistic skill. Ishita has more than 12 years of experience with Lowe Lintas, Tilt, and Ogilvy, having worked on campaigns like Dream11’s 'Ye Apna Game Hai', The Pink Foundry’s 'Skin Is Stronger Than You Think', and Sprite’s 'Thand Rakh'. Pradyot’s diverse path ranges from space exploration to narrative creation at Mullen Lintas, TVF, Tilt, and Ogilvy, where he contributed to acclaimed campaigns like Dream11’s ‘Ye Game Hai Mahaan’, Livspace’s ‘Don’t Try This At Home’, and the ITC Bingo! relaunch.

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“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,” Ishita says.

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Pradyot says, “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.”