Mumbai has welcomed a new player in the advertising landscape with the launch of Colloquial, an independent creative agency founded by Ishita Misra and Pradyot Mokashi. What sets Colloquial apart is its philosophy of having “no voice of its own”—a deliberate stance that places brands, ideas, and consumers at the centre of all communication.
The agency’s ethos is inspired by the Superb Lyrebird, a remarkable creature celebrated for its uncanny ability to mimic an astonishing range of sounds, from other bird calls to man-made noises like chainsaws and camera shutters. To Colloquial, the lyrebird is the ultimate artist—one that creates not by insisting on its own voice, but by seamlessly embodying many others.
For Misra and Mokashi, this philosophy translates into advertising that prioritises authenticity over agency ego. “Because only an agency with no voice of its own can truly become the voice of the brand. The voice of the consumer. A voice in service of an idea—never just its own echo,” the founders shared in their launch statement.
With this distinctive creative vision, Colloquial aims to redefine how agencies collaborate with brands—by listening more, echoing less, and becoming a vessel for ideas that resonate where they matter most.
Misra brings 12 years of experience from Lowe Lintas, Tilt, and Ogilvy, having worked on campaigns including Dream11’s “Ye Apna Game Hai,” The Pink Foundry’s “Skin Is Stronger Than You Think,” and Sprite’s “Thand Rakh.”
Mokashi’s career path has spanned from space research to advertising roles at Mullen Lintas, TVF, Tilt, and Ogilvy. His portfolio includes award-winning campaigns such as Dream11’s “Ye Game Hai Mahaan,” Livspace’s “Don’t Try This At Home,” and the relaunch of ITC Bingo! Mad Angles.
“Great creative work, that solves client problems, comes from two things, understanding of the culture and the craft to make it stand out,” said Misra.
“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 shared.
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.”
