Rajiv Chatterjee, Shriram Iyer, and T Gangadhar (also known as Gangs), former executives of Lintas and Tilt Brand Solutions, have announced the launch of their new Mumbai-based venture, ZeroFifty Mediaworks. The co-founders aim to address the increasing complexity and commoditization of marketing communications in today’s fast-paced, digital-first landscape by offering a simplified agency model that focuses on pure creativity and strategic thinking.
In a joint statement, the trio emphasized the philosophy behind their new company, stating, “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.”
The co-founders believe that many brands struggle to stand out in the crowded market due to over-engineered solutions. Their goal with ZeroFifty Mediaworks is to bring simplicity back to the agency model and create an environment where creativity thrives without unnecessary complexities.
The combined expertise of Chatterjee, Iyer, and Gangadhar offers a strong foundation for the new venture, drawing from their extensive backgrounds in advertising and media.
Rajiv Chatterjee brings over two decades of experience, having worked with brands such as Britannia, Dream11, Fastrack, Flipkart, GoDaddy, Licious, Livspace, Myntra, and Google. His unique journey into advertising began as a commodity broker and tea taster before transitioning into a long career at Lintas and Tilt Brand Solutions.
Shriram Iyer, with a similar tenure of over 20 years in the industry, has crafted advertising campaigns for prominent names including Unilever, Bajaj Auto, Fastrack, Google, Havell’s, ICICI Bank, Micromax, Tata Tea, and Dream11. His deep understanding of brand communication gives ZeroFifty Mediaworks an added layer of creative insight.
T Gangadhar brings a unique combination of experience from both advertising and media sectors. With over 25 years of experience, Gangadhar has held roles such as CEO of Essence (now EssenceMediacom) and played a pivotal part in launching the Indian Premier League (IPL) in 2008 while working at Sony. His diverse skill set across media, marketing, and advertising makes him a vital force behind the company’s vision.
ZeroFifty Mediaworks aims to serve brands by simplifying communication strategies, ensuring that creativity remains at the heart of all solutions. In an era where marketing often feels over-engineered, their approach seeks to restore authenticity and originality to campaigns, helping brands connect more meaningfully with their audiences.
As the company begins its journey, all eyes are on ZeroFifty to see how the founders’ wealth of industry experience will shape the future of marketing and advertising in a crowded digital market.
Key Highlights:
- Rajiv Chatterjee, Shriram Iyer, and T Gangadhar have launched ZeroFifty Mediaworks, a new Mumbai-based company focused on simplifying marketing communications.
- The co-founders bring decades of experience from Lintas and Tilt Brand Solutions, having worked with major brands like Google, Dream11, and Tata Tea.
- ZeroFifty Mediaworks aims to return to simple, human-centered creativity to solve complex brand challenges in today’s digital-first landscape.