Ishita Misra, former creative director, Ogilvy, and Pradyot Mokashi, former senior creative director, Ogilvy, have announced the launch of Colloquial.

The agency has been launched with the philosophy 'no voice of its own'. According to a statement from the agency, it is inspired by the superb lyrebird, a creature that can mimic anything it hears.  

The statement adds that going by its philosophy, will make it the gold standard of advertising, because an agency with no voice can truly become the voice of the brand, and can be the voice of an idea - not its own echo.

Misra has also worked with Lowe Lintas and Tilt. Mokashi too, has worked with Lowe Lintas and Tilt, along with a stint at The Viral Fever. 

Misra 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."

Mokashi 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.”