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Jigar Fernandes quits Culture Machine, starts Tiqui Taka
In Fernandes' words, tiqui-taka is a away from the 'traditional' - 'non-traditional' narrative.
Jigar Fernandes, president and content head of Culture Machine Media has stepped out of the setup to start his own creative shop.
tiqui-taka is the name of the setup. Rooted in Fernandes' deep love for football, the name is a footballing expression that stands for a style of play that is less individualistic and more about team play. "Who scores doesn't matter. As long as we enjoy playing game together. And clients are a very important part of that one team. For this it is important that they be right brained too. Every good work ever has come from clients who understand creativity.” says Fernandes.
L-R, Rohan DSouza, Ajay Jadhav, Jigar Fernandes, Gururaj Rao, Ankul Singh |
The tiqui-taka team includes Rohan Dsouza, Ankul Singh, Gururaj Rao, Ajay Jadhav, Ajinkya Bane, and Sandesh Mangaonkar, all Fernandes' former colleagues. Fernandes told afaqs! that the only reason behind stepping out of Culture Machine after a short stint was the endeavour to start his own setup.
Fernandes adds, “We ask our clients to tell us what their task and what their budget is. And then suggest ideas accordingly. It is as simple as that. Why over complicate things? ‘Traditional’, ‘non-traditional’ are just words.