Rayomand J. Patell, a senior creative professional with a career spanning three decades across advertising and technology, has announced the launch of Firestarter, a new integrated brand communication and technology agency in India.
Firestarter is designed to serve both brand founders and decisive CMOs and CEOs seeking holistic creative and technological solutions. The agency positions itself as medium-agnostic, weaving together brand definition, design, storytelling, and technology — powered by newsroom and real-time AI-equipped production capabilities.
Commenting on the launch, Rayomand J. Patell, Founder, Chairman, and Chief Creative Officer of Firestarter, said:
“We ignite scalable growth by defining and differentiating your brand to deliver valuable outcomes. Firestarter defines your brand by our proprietary process, crafts a unique brand identity through design, and then creates an integrated creative idea strong enough to add synergy across every brand medium, touchpoint, and technology.”
The launch is accompanied by a strategic international partnership with Munich-based MONKEYWAY GmbH, a firm specialising in 3D real-time streaming technology for luxury, fashion, lifestyle, and automobile brands such as Mercedes, Maserati, and Koenigsegg. As part of this collaboration, Rayo has also been appointed Chief Creative Officer of MONKEYWAY GmbH.
Andreas Adam, CEO of MONKEYWAY, noted:
“MONKEYWAY brings class-defining 3D Real Time Streaming technology, trusted by global luxury brands, to the Indian market. Clients gain a seamless, scalable, and truly impactful brand-to-technology pipeline.”
Rayo — as he is fondly known in the industry — built his creative foundation at some of India’s most respected agencies: Everest Dentsu Y&R, SSC&B Lintas, and Contract (WPP), where he spent twelve years. He later led Havas Mumbai as Executive Creative Director, transforming the agency’s creative culture and output. His foray into the world of technology began at Idealake, where under his creative leadership, the firm won Agency of the Year for integrated work across communications and digital platforms. He went on to senior leadership roles at Schbang and Laqshya Group before deciding to strike out on his own.
With Firestarter, Rayo aims to bring global brand technologies to Indian clients while also exporting Indian creative talent abroad. Plans for international offices are already underway, alongside a training programme for young creatives to learn and work simultaneously.
At Parsi Khabar, we are especially proud of Rayo — a dear friend and longtime supporter of our work — as he embarks on this exciting new entrepreneurial journey. His creative brilliance, warmth, and restless curiosity have always been an inspiration to many in our community.
We wish him and the entire Firestarter team every success as they light new fires of imagination across the creative world.