Santosh “Paddy” Padhi
Founder, Chairman & CCO, INTO
Popularly known as “Paddy”, Santosh Padhi is one of India’s most
influential and awarded creative leaders — an entrepreneur who has shaped the country’s modern
advertising and design narrative. With over 25 years in the industry, he is the Founder,
Chairman & Chief Creative Officer of INTO, a new-age independent agency born to reignite
originality and creative courage in Indian advertising.
Paddy first made history as Co-founder and Chief Creative Officer of Taproot India, the iconic
agency behind campaigns like Pepsi’s “Change the Game”, Airtel’s “Har Ek Friend Zaroori Hota
Hai”, Mumbai Mirror’s “Hated by Some”, Adidas “Odds”, and Amazon India’s launch — work that
continues to define Indian pop culture. He later served as CCO of Wieden+Kennedy India, bringing
his blend of purpose-driven storytelling and bold design thinking to global brands.
Over his career, Paddy has created award-winning work for Pepsi, Airtel, Facebook, Amazon,
Mahindra, Jio, McDonald’s, Times of India, Myntra, and Adidas, among others. With over 500
awards — including two dozen Cannes Lions and numerous Grand Prix titles — he remains one of the
most celebrated creative minds from India.
He has served as a jury member and chair at Cannes Lions, D&AD, Clio, Adfest Pattaya, and London
International Awards, representing Indian creativity on the global stage.
Beyond the accolades, Paddy is driven by passion, purpose, and discipline — believing that
creativity, like fitness, demands consistency and heart. His journey continues to inspire a
generation of storytellers to craft work that’s not just effective, but truly extraordinary.
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