Former senior executives from Lintas and Tilt Brand Solutions, Rajiv Chatterjee, Shriram Iyer, and T Gangadhar (fondly known as Gangs), have come together to unveil their latest entrepreneurial venture, ZeroFifty Mediaworks, a Mumbai-based agency aimed at redefining the future of marketing communications.

In launching this new agency, the trio seeks to address what they see as critical challenges in today’s fast-evolving, digital-first marketing landscape. According to the co-founders, the current communications space has become overly complex and commoditized, with brands often lost in a sea of over-engineered strategies. They believe that in the race to keep up with trends and technological advancements, the essence of effective brand storytelling has been diluted, leaving companies struggling to differentiate themselves in a crowded marketplace.
At the heart of ZeroFifty Mediaworks is a desire to simplify the traditional agency model, breaking down the barriers that have historically slowed down creativity and meaningful brand impact. Chatterjee, Iyer, and Gangadhar are united in their belief that the industry needs a streamlined, agile approach—one that strips away unnecessary layers and allows for more direct, impactful connections between brands and their audiences. With their combined expertise spanning decades in advertising, media, and brand strategy, the trio is set to offer a fresh perspective that challenges the status quo and promises to reshape how agencies and brands collaborate.
In a joint statement, the three co-founders said, “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”.
Rajiv Chatterjee brings over two decades of extensive experience in advertising, having held key roles at Lintas and Tilt Brand Solutions. Throughout his career, he has worked with some of the biggest names across industries, developing impactful campaigns for brands such as Britannia, Dream11, Fastrack, Flipkart, GoDaddy, Licious, Livspace, Myntra, Google, Pernod Ricard, Swiggy, Tanishq, and Tata Tea. Chatterjee’s diverse portfolio showcases his ability to craft unique brand narratives that resonate with audiences in a variety of sectors. Before his successful foray into advertising, he had an unconventional start as a commodity broker and tea taster, an experience that, in hindsight, seems to have honed his sharp instinct for understanding markets and consumer behavior.
Shriram Iyer, with more than 20 years in the advertising world, has also spent the majority of his career at Lintas and Tilt Brand Solutions, where he crafted award-winning campaigns for renowned brands such as Unilever, Bajaj Auto, Fastrack, Google, Havell’s, ICICI Bank, Licious, Livspace, Swiggy, Micromax, Tata Tea, and Dream11. Known for his innovative and strategic approach to brand communication, Iyer has consistently delivered creative solutions that have helped brands forge strong connections with their consumers.
T Gangadhar (Gangs) boasts over 25 years of a uniquely diverse career, bridging advertising, marketing, and media. His previous leadership roles include serving as CEO, Asia Pacific at Essence (now EssenceMediacom), a part of WPP/GroupM, where he led the agency’s regional expansion and strategic vision. Before his tenure at Tilt Brand Solutions, Gangs made significant contributions to Sony during one of the most pivotal moments in Indian sports history—he conceptualized and spearheaded the launch marketing campaign for the Indian Premier League (IPL) in 2008, helping transform IPL into one of the most recognizable sports properties globally. His cross-disciplinary expertise in both brand strategy and media has given him a deep understanding of how to align brand narratives with market dynamics.
Together, Chatterjee, Iyer, and Gangadhar form a powerhouse team with a wealth of experience across advertising, media, and marketing. Their collective knowledge and expertise in steering some of the largest brands through dynamic campaigns have positioned them as industry veterans ready to revolutionize the landscape with their new venture, ZeroFifty Mediaworks.