Vandana Katoch calls her new agency Clayground

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.

Vandana Katoch has formed her own agency, Clayground. The newly formed creative agency is based on the philosophy of being a place where, the process of creation is playful, while at the heart of it there is substance.

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."

Katoch, who was earlier working as senior creative director of DDB Mudra Group, left the agency in April for a fresh beginning. "The idea of starting something of my own had been brewing in my head for a while, but in an 'I'll-do-it-one-day' kind of way. A phone call from a client changed all that. I was happy when Jaypee gave me the opportunity to start by offering to be my first client," she explains.

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.