Priya Pardiwalla and Steve Mathias, former executive creative directors, Wunderman Thompson, have announced the launch of Steve Priya. Steve Priya will be based in Mumbai and will offer client creative and content solutions.

Steve Priya is dedicated to fostering creativity and innovation across every level, aiming to achieve several key objectives. It aims to craft communication that promotes brands and captivates audiences. The agency also wants to create original screenplays for both feature films and series. 

Pardiwalla and Mathias said, “While we had about four-five names, we shortlisted it down to two. And in the end, we went with neither. From our own experience and after talking to many of our clients, we realised that everyone struggles with the name of the agency, especially the newer ones, but what clients do remember are the people. It’s not just a brand name. We’re putting our neck and reputation on the line.”

They added, “For us the starting point for creating any advertising is that ‘No one. Absolutely no one is interested in watching an ad’. That’s probably why people hit that skip button with a vengeance. We’re looking for clients and brands who’re seeking solid brand building work through a fresh and unexpected route. Not tried, tested and retested. There’s no point discovering a place that's already crowded. Commercials especially have become terribly formulaic. The only guys who are benefitting from them are youtube, spotify and others who charge you to make it ad-free!”

The duo have been partners for over 20 years, having started at Brand David under Josy Paul, who is currently chairperson and chief creative officer, BBDO.