Mumbai: Former executives from Lintas and Tilt Brand Solutions, Rajiv Chatterjee, Shriram Iyer, and T Gangadhar (Gangs), have announced the establishment of their new venture, ZeroFifty Mediaworks, based in Mumbai.
The co-founders recognise that in today’s fast-paced, digital-first environment, marketing communications have become overly commoditised and complex, making it difficult for brands to differentiate themselves. They emphasize the urgent need to simplify the agency model.
In a joint statement, the trio expressed, “ZeroFifty was born out of a desire to deploy simple human creativity in the service of complex brand challenges, free from the distractions that currently dominate marketing and communications. We are incredibly excited about what lies ahead.”
Rajiv Chatterjee brings over 20 years of experience, having worked extensively at Lintas and Tilt Brand Solutions. His portfolio includes major brands such as Britannia, Dream11, Fastrack, Flipkart, GoDaddy, Licious, Livspace, Myntra, Google, Pernod Ricard, Swiggy, Tanishq, and Tata Tea. Before his advertising career, he was a commodity broker and tea taster.
Shriram Iyer, also with more than 20 years in the industry, primarily at Lintas and Tilt Brand Solutions, has crafted advertising campaigns for brands like Unilever, Bajaj Auto, Fastrack, Google, Havell’s, ICICI Bank, Licious, Livspace, Swiggy, Micromax, Tata Tea, and Dream11.
T Gangadhar boasts a diverse background with over 25 years in advertising, marketing, and media. Prior to joining Tilt Brand Solutions, he served as CEO, Asia Pacific for Essence (now EssenceMediacom) under WPP/GroupM. Notably, he conceptualised and led the launch marketing campaign for the Indian Premier League (IPL) in 2008 while at Sony.
