Meera Sharath Chandra, former executive creative director of Momentum Worldwide, UK and former MD of WPP company Syzygy UK, has started Tigress Tigress, a digital-centric integrated communication agency. The company will engage with consumers and deliver brand strategy across all communication touch points, with digital at the heart of the experience.
Explaining the model to afaqs!, Chandra says that most of the popular agencies in India start an integrated campaign with a TV-first approach. "I believe, in doing so, the agency is not being fair to the consumer, who is transforming and is more aligned to digital now. Going digital doesn't mean putting a TVC on YouTube. Brands deserve an agency that can plan a wholesome digital media presence for them and that is what we plan to do with Tigress Tigress," she adds.
The second revenue stream for the agency is the trademarked Rainbow Hashtag, which, Chandra explains, is a concept targeting corporate spends towards charity-based activities in the field of healthcare, animal welfare, ecology and environment, and fitness and sport.
The third stream is multicultural marketing, which will focus on new and emerging target segments that marketers cannot ignore. "1/5 of every country is an external diaspora and they have huge spending power. With this, we will tap brands to communicate with such target groups. India has 17 states speaking 51 dialects, and thus multicultural marketing becomes a must in such geographies," Chandra informs.
Chandra is an integrated creative professional with 30 years of experience. She has worked as president and national creative director at RMG Connect (JWT) and also at DDB, where she was NCD across five units - Tribal DDB, Rapp Collins, DDB Health & Lifestyle, DDB's ambient/outdoor unit and its events and promotions company. Before Momentum Worldwide UK, she was managing director at Syzygy, UK.
Describing the agency structure, Chandra informs that Tigress Tigress has partnered with different agencies and personalities whose services will be used on brief to brief basis. In India, there are tie ups with digital agencies such as Tatwaa and Coffee Digital. Besides, partnerships with individual experts like Purab Kohli and others are also in place. Internationally, Tigress Tigress has tied up with Vibrant Communications in China, Brazil, Peru and Egypt; Digital Marmalade in the UK, C R Wolcott Ltd, UK; and Ocean Pictures in Germany.
Tigress Tigress is completely funded by Chandra, who justifies the choice of the name with three reasons. "One is that I have a maternal way of handling the teams and that is an attribute of a tigress. Besides, I am hungry for business and I pounce on to any opportunity and thirdly, as the tigress creates her own niche, our agency will also create its own market in the industry," she states.