MUMBAI: Former DDB Mudra Delhi creative director Vandana Katoch has formally announced the launch of her creative agency - Clayground.

She had quit DDB Mudra in April to start her own venture, and had started the Delhi based agency a couple of months ago. The name, Clayground, Katoch said, is a toss-up between the words 'clay' and 'playground' - in other words, substance mixed with fun.

"After over 15 years in the industry I was still enjoying every bit of it. The idea of starting something of my own was brewing in my head for a while, but in i'll-do-it-one-day kind of way. Then an opportunity presented itself and I decided to take the plunge. The idea is to bring together like-minded people and create communication that is insightful and engaging," Katoch told Indiantelevision.com.

She said that Clayground is a place where the process of creation is playful, while at the heart of it there is something solid. "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," she added.

Katoch, who started alone, has a team of four people now.

Clayground is handling Jaypee Group as first client. Katoch has been working on the Jaypee account for six years now, over two agencies. "One fine day, I got a call from the client asking if I had thought ofturning entrepreneur. I felt honoured when Jaypee gave me the opportunity to start up by offering to be my first client. Clayground is on the roster of Jaypee Group's ad agencies. We look forward to doing projects across its different verticals," Katoch said.