Spirit W | Stay ahead of the curve: Tigress Tigress's Meera Sharath Chandra

In a career spanning 30 years, Meera Sharath Chandra has been more than fortunate to have worked across geographies: the US, Hong Kong, India and the UK and also across all disciplines, above-the-line, below-the-line and a specialisation in online and social media.

She is the Founder-CEO & CCO of Tigress Tigress. The agency specializes in totally joined-up communication, with digital at the heart of the experience. The thinking is new-age: the communication goes where the consumer goes. And therefore the online world is the start point and not the after-thought.  By virtue of its focus on digital and on the blurring of digital and physical worlds; Tigress Tigress produces extremely differentiated experiences by creating one-of-a-kind consumer engagement models.

Adgully recently caught up Chandra for Spirit W section. She has also been a MD of agencies, running the business while being the Creative Head shaping the creative agenda. All this, along with an earlier entrepreneurial avatar as Board Director of an Intel-funded dotcom makes her absolutely ready to launch an agency model with a difference; Tigress Tigress.

She says, “I felt that the market was ready for someone with a more fearless and ferocious approach to business; someone who thought on behalf of the consumer and someone who could deliver truly creative business solutions via much differentiated digital-led integrated communication.”

On the two things that made her chose this profession, Chandra said, “No two days are alike, that keeps me mentally sharp and my creative juices flowing. It also makes it necessary to stay ahead of the curve and keep learning all the time, unlearning some things & re-learning some others.”

“As a writer and creative person, I find it very meaningful to help consumers and brands forge relationships. I have always been for the consumer and I believe in the mantra of CBA (Consumer before Brand) before advertiser. This field and, more specifically, my company’s vision and differential approach put me in a better position to do just that,” she adds.

When asked about the key strengths, Chandra said, “My key strengths lie in creating truly integrated, joined-up communication and because of my long years in digital, across geographies, I place digital at the heart of integration. This is very different from a TV-first approach and the logic is that “the communication goes where the consumer goes” and not the other way around. Digital, mobile and social media are today’s imperatives, not after-thoughts.”

“Another key strength is the quality of Indian and international tie-ups I have forged,” she added further. To name a few the tie-ups are: Vibrant Communication globally for mobile solutions, Digital Marmalade UK for digital expertise, C R Wolcott Ltd UK, Skidmore Music UK, specialist UK talent like Chris Godwin for branded content and Dan Hillier for specialist art direction, Liam Titcomb Canada for music, Ocean Pictures Germany for films.

When asked to point out some of her work that she is very proud of, she said, “I am extremely proud of the work I have done across brands and geographies because each case study has had a unique challenge. Let me name just two of my several favourites: Ford-for-women in Detroit, Unilever in India.”

Speaking about the key clients that Tigress Tigress has in its kitty currently, Chandra explained saying, “My first and massive international project is for Vibrant Sports for high school football across the US – a digital and mobile intensive initiative to link the entire nation via sport. I also have two cause-related projects, one of which is for saving the tigers of course!” Other exciting initiatives are already half-way in progress.

Well, what inspires Chandra is the great work and that is why she enjoys her jury duties at international award fests as she gets a year’s worth of the best work to judge!

Adding further to her point, she said, “I have always been brought up in a culture of gender-equality. I have played cricket for my state of Tamil Nadu, I have worked on Leyland & Iveco trucks; Ford & Mazda cars. I have an eye for talent and work – irrespective of gender.”

Shedding some light on the goals that she has set for herself and for her company, Chandra pointed out saying, "Extremely high creative quotient with equally high attention to outcomes, Special focus on cause-related work – for which I have created the trademarked Rainbow Hashtag, Multicultural marketing to ethnic communities overseas and a unique Just-in-Time business model for talent, Percentage-of-Sales model for revenue and Return-on-Innovation model for creative ideas.”

And here goes the most inquisitive question; Do you feel women have an edge over men in the media space? Sharing her views quite elegantly Chandra said, “No, it is a level playing field and the best man or woman wins!” She was of the opinion that it is very encouraging to note that media industry is one of the fields where the number of women professionals is significant and sizeable and that’s a sign that all is fair!

Tigress Tigress would have done some truly meaningful work, work that guarantees Return on Innovation because the creative mind behind the organization believes in creativity with accountability. “We will have Indian and international clients, talent, awards and case studies. I have dared to start a unique agency model and five years down the line I think it would have more than proved itself,”  She concluded.

On her journey so far, she says, “Looking back, my career makes complete sense! I have spent 30 years perfecting my art, across disciplines, across geographies which are now proving invaluable. I have worn the hat of MD of agencies and Creative Head of agencies which puts me in an advantageous position now while engaging clients in higher order conversations.” Her international awards and jury positions at all leading award fests have profiled her globally which have helped in garnering business from overseas and again, that gives her a wider canvas.

As for challenges, Chandra says, “To be honest, I have faced more opportunities than challenges.” The industry is one that encourages talent, allows great work to be created and keeps the adrenalin flowing. She thinks working across geographies has been truly enriching; her stints in US, UK, Hong Kong and India have made her a better professional. “Also, since I have equal amounts of above-the-line, below-the-line and online experience I find myself better placed to create genuine and differentiated media-neutral ideas that work seamlessly across consumer touch points in one-of-a-kind engagement models,” Chandra explains.

In conclusion, Chandra says, “Tigress Tigress has a special agenda to cater to priorities that are high on a CEO’s governance charter and will focus on four key areas. The red cross: Healthcare and Social Causes, the blue cross; Animal Welfare and Protection, the green cross: Ecology and Environment; The yellow cross: Fitness and Sport. All work relating to saving the tiger will be done pro bono.” | By Aanchal Kohli [aanchal(at)adgully.com]