After building and growing Tilt Brand Solutions as co-founders, the trio of Rajiv Chatterjee, Shriram Iyer and T Gangadhar aka Gangs has now launched its second venture in the advertising space- ZeroFifty Mediaworks.
Like Tilt Brand Solutions, ZeroFifty Mediaworks is also a mainline agency which has been co-founded by the trio after they decided to part ways from Tilt Brand Solutions, part of Quotient Ventures, in June 2024.
The new venture- ZeroFifty Mediaworks will be based out of Mumbai.
That being said, while Iyer and Chatterjee had been associated with Tilt Brand Solutions as Co-founder and Group Chief Creative Officer, and Co-founder and Group Chief Growth Officer, respectively for about six years ending June 2024, Gangs had assumed the role of Co-Founder and Group CEO in February 2023.
Also Read: T Gangadhar, Shriram Iyer & Rajiv Chatterjee To Move On From Quotient Ventures
As per the three co-founders, their new ad venture- ZeroFifty Mediaworks is a result of marketing communications becoming increasingly commoditised and over-engineered, leaving brands struggling to stand out in today’s fast-paced digital-first landscape.
Additionally, they also share the belief that there is a crying need to simplify the agency model.
In a joint statement, the three co-founders, i.e- Chatterjee, Iyer and Gangs, mentioned, “ZeroFifty was born out of a desire to deploy simple human creativity in the service of complex brand challenges, without the teeming distractions that seem to have seized marketing and communications today. We are incredibly excited about what lies ahead.”
Coming with over two decades of experience, with long stints at Lintas and Tilt Brand Solutions, Chatterjee has worked on several major brands including Britannia, Dream11, Fastrack, Flipkart, GoDaddy, Licious, Livspace, Myntra, Google, Pernod Ricard, Swiggy, Tanishq and Tata Tea.
Before joining Tilt Brand Solutions in September 2018, he was the EVP at Lowe Lintas from January 2015 to June 2018. He was also associated with MullenLowe Lintas Group for a period of more than four-and-a-half years, first as VP from May 2010 to June 2012 and was later promoted to the role of SVP in June 2012. Earlier on, he also worked as Manager at J Thomas & Company from April 1998 to March 2004.
Similarly, Iyer, in his two decades long advertising career has created ad campaigns for brands like Unilever, Bajaj Auto, Fastrack, Google, Havell’s, ICICI Bank, Licious, Livspace, Swiggy, Micromax, Tata Tea and Dream11.
Gangs, on the other hand, has a uniquely blended background with over 25 years of experience across advertising, marketing and media. Prior to joining Quotient Ventures as Co-Founder and Group CEO in February 2023, he was associated with GroupM’s Essence (now EssenceMediacom) for close to five years. He joined the media agency as Chairman- India in January 2018 and was elevated to President- Growth and Strategy (Asia Pacific) in April 2018 before he assumed the position of CEO (Asia Pacific) in September 2020.
Before that, he was the Managing Director- South Asia at MEC from August 2008 to December 2017, SVP and Head of Marketing at Sony Pictures Networks India from June 2006 to July 2008 and Brand Services Director to VP- Strategic Planning at MullenLowe Lintas Group from October 2000 to October 2005. In the past, he also worked with Oman Trading Establishment and DDB Mudra Group. While at Sony, he conceptualised and led the launch marketing campaign for the Indian Premier League (IPL), in 2008.
