<p>Modern workplaces demand continuous innovation and adaptability, particularly in dynamic sectors like IT and IT-enabled services (ITeS). Even though proactive personality and social support have been individually related to workplace innovation, their combined effects on proactive behaviour and creative engagement remain underexplored. This research seeks to bridge the gap by investigating how proactive personality drives innovative behaviour through individual task proactive behaviour, employee involvement in creative activities, and workplace friendliness. It focuses on the Indian IT/ITeS context, where such empirical models are limited. Data were collected from 502 working professionals across IT and ITeS organisations in India. PLS-SEM was used to test the integrated framework combining personality, workplace context, and proactive actions to predict innovation outcomes. The results confirmed that proactive personality significantly predicts both individual task proactive behaviour and involvement in creative activities. Workplace friendliness exhibits a partial mediation between proactive personality and task proactive behaviour, suggesting that positive social relationships strengthen proactive work behaviours. Further, both task proactive behaviour and creative involvement directly enhance innovative behaviour, suggesting a dual behavioural pathway from personality to innovation. This study contributes to the literature on workplace innovation by combining proactive personality, workplace friendliness, and creative engagement within a unified predictive model, providing deeper insight into how personal and contextual factors jointly influence innovation. Practically, the findings underscore the significance of fostering a friendly and flexible work culture where proactive traits and creative task involvement are encouraged to build adaptable, innovative teams.</p>