Meera Sharath Chandra, who had moved out of India a while ago and donned the hat of an ECD with Momentum Worldwide UK and earlier as MD of WPP company Syzygy UK, has started her own offering: Tigress Tigress.
The ‘digital-centric integrated communication agency’ will have offices in London and Mumbai. Chandra has partnered with international agencies and personalities whose services will be used on project to project basis.
Elaborating on the rationale behind the name of the agency, Chandra said, “Tigress Tigress draws its inspiration from its mission: to mark out domains for brands – and allow them to reign over their turf in the competitive marketplace – through a deeper understanding of the consumer. Tigress Tigress also finds its strength in its own DNA: being predatory when it comes to prowling for challenging opportunities and global accolades while being fiercely protective of the quality of the creative product and the team that creates it. It stands for fearless and more ferocious models of engagement. In the international market, Tigress Tigress cues and represents pride in being Indian and being at the top of the food chain of expertise.”
Tigress Tigress has partnered with different agencies and personalities whose services will be used on project to project basis. Internationally, the company has tied up with Vibrant Communications in China, Brazil, Peru and Egypt; Digital Marmalade, C R Wolcott Ltd and Skidmore Music in the UK; and Ocean Pictures in Germany. In India, there are tie ups with digital agencies such as Tatwaa and Coffee Digital. Besides, there are partnerships with individual experts both internationally and in India.
Chandra revealed that the company will have three distinct revenue streams under it. The first will be digital-led integrated communication.
Though more brands are getting their digital strategy in place, Chandra pointed out that most Indian agencies are still conventional in their way of thinking and start with a television strategy, with digital usually being one of the last mediums discussed. “With digital fast becoming the center of any brand strategy, the company will provide extremely differentiated experiences by creating one-of-a-kind consumer engagement models, with digital always at the heart of the innovation,” she said.
The second is a trademarked Rainbow Hashtag, targeting corporate spends in aspects that are high on a CEO’s governance charter. The focus will be on four key areas: the red cross (healthcare and social causes), blue cross (animal welfare and protection), green cross (ecology and environment), and yellow cross (fitness and sport).
The third identified revenue stream is multicultural marketing, which will focus on a new and emerging target segments, starting with ethnic minority groups in the UK.
Chandra has over 30 years of experience across media, advertising and marketing. In her last stint in India, she was president and national creative director at RMG Connect (JWT). She has also served as national creative director across five DDB Mudra units - Tribal DDB, Rapp Collins, DDB Health & Lifestyle, DDB's ambient/outdoor unit and its events and activations business.