Underdog' Vikram Gaikwad and Vistasp Hodiwala have announced the launch of their new venture - Centrick.
The duo have partnered with Pushkarraj Mehta (former digital strategist, DY Works) and Roy Menezes (former head of interactive design, content and digital innovation, DY Works) for this digital agency that looks to create solutions for brands based on data, audience sentiments, diverse creativity and targeting.
Mehta and Menezes will be heading the agency. Mehta is partner, chief data officer while Menezes is partner, chief chief creative officer.
Menezes said, "At Centrick we understand the needs and wants of the audience, then devise a solution around it, implement it, track it, tweak it and measure it and then tweak it again till the brands need is what the target audience truly desires. We believe in putting people first, strategy first, ideas first and satisfaction first. After all, that’s how bespoke solutions are crafted complementing the needs of the audience with its wants. We would also like to stand for a uniquely integrated client-agency culture that is passionately transparent and inherently respectful of each other’s abilities."
Gaikwad, co-founder and CCO, Underdog, said, "At Centrick our idea is to bring back the uncompromising agency culture of days gone by without losing focus on the high-quality immediacy of response that nurtures brands in the ever-evolving digital world of ours. We want to bring back the fun and meaning the creative field has lost out over the years. We felt it was that fun and a clear headspace that sparked some of the most iconic work over the years. We may be wrong. We may be right. But there’s only one way to find out."
Hodiwala, co-founder and CCO, Underdog, added, "Over the past six years, Underdog has already become an established name, so the idea is to be even more nimble and versatile holistically and become the best results-driven solutions provider through a 360 degree understanding of what makes brands tick in the Online2Offline (O2O) space. In Roy and Pushkar, we have found not just the right creative fit, but even more importantly, the right sensibility to pull this off."
Mehta said, "I don’t think enough is being understood or written about how clients can augment and unlock the value they get from data. It’s the sole discriminating feature across multiple channels and helps devise the measurement framework for the work that is put in, and that is what we at Centrick are most thrilled about."
Centrick has been working with clients like Bombay Shirt Company and Str8bat.
In a career spanning 22-years Menezes has also had stints with Sideways Consulting, Ogilvy and Conde Nast among others.
Along with founding Talking To Bots, Mehta has also worked with Haymarket Group India, Hyundai and Kia in Canada.