Settled in Delhi, the name is a toss-up between the words 'clay' and 'playground' - in other words, substance mixed with fun. As its first business, the agency has made it to the roster of the Jaypee Group.
Speaking to afaqs!, Katoch, founder, Clayground, says, "I am quite a yin and yang person, even when it comes to work. For me, creativity begins with a truth or an insight and then one plays with it and enjoys the process. If either is missing, the work doesn't tick."
As its first business, the agency has made it to the roster of Jaypee Group's agencies and work has already begun on a project for the business conglomerate.
Initially, the agency will focus on creating films and print, and will expand to other media gradually. "I have always enjoyed making ad films and I am happy that our first project gave us the opportunity to do film and print. However, while the initial thrust is on traditional media, we plan to ramp up as we go along and look at new media as well," adds Katoch.
The newly formed agency has a four member team including Katoch, with plans to recruit a few more soon.