Former Tilt Brand Solutions executives, Rajiv Chatterjee, Shriram Iyer and T Gangadhar (Gangs) have announced the launch of their new Mumbai-based company, ZeroFifty Mediaworks. 

The three co-founders believe that in today's fast-paced, digital-first landscape, marketing communications have become increasingly commoditised and over-engineered, making it difficult for brands to differentiate themselves. 

In a statement issued by the trio, they also stressed on the urgent need to simplify the agency model to better serve the evolving demands of the market.

Prior to this Chatterjee was co-founder and chief business officer at Tilt Brand Solutions. Whereas, Iyer was co-founder and group chief creative officer. As for Gangs, his previous stint was with Quotient Ventures, where he was co-founder and group chief executive officer. 

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."