Krishna Thothadri | “TK” | Founder & Director

Krishna Thothadri or TK as he is popularly known has spent the bulk of his career at Lowe handling Unilever account across several strategic initiatives in India, China, South East Asia & increasingly across the world in his current entrepreneurial avatar. He has also contributed strongly to the success of strategic initiatives of Tata Tea, Himalaya Drug Company, Lenovo, BP Castrol, Godrej, Friesland Campina etc. He also founded Double Espresso: a boutique consulting outfit that is a valued associate of Cosmos Strategy. A graduate in economics & a post graduate from IIM Ahmedabad, TK has a reputation of being a Blueprinter of Ideas ☺ He has led communication development for some very complex initiatives across Asia & the globe winning both market place success & awards along the way. TK also revels in his role as a competency & skill builder across diverse business context.

On country specific communication, TK led repositioning communication for Unilever ’s Lifebuoy and Maruti Suzuki’s Alto. Won Effie Bronze, Silver, Gold for the Lifebuoy campaign over 3 years. Led launch positioning of Tata Tea Gold and Himalaya Drug Company’s Ayurvedic Concepts. Led creation of social-conscious advertising for Unilever’s local Indonesia food jewel, Bango.

Regionally, he led the locally resonant interpretation of global ideas for Unilever’s Dirt is Good (China) and Knorr (SE Asia) earning creative recognition for Knorr advertising in Philippines and Vietnam. On the global front, conceived and led the pilot of Lifebuoy’s now-global hand-washing hygiene initiative. Led the globally relevant thematic activation campaign for Unilever’s Clear Men featuring Ronaldo.

On competency & skill development, TK is trained in Competency based assessment & compensation. He designed & executed over 50 skill development workshops for agency and clients across domains like Insights, Positioning/ Proposition, Creative idea development, Integrated Communications deployment. TK helped The Bridge Partnership facilitate Leadership Transformation workshop for Lenovo India. TK facilitated ‘Good2Great’ communication execution (how to use local cultural values & best-in-country advertising learning to execute great advertising) and “Perfect Brand Execution’ marketing mix execution workshops for Unilever’s global and country marketing teams – 30+ workshops, 7 categories, 15 countries across Asia, Europe, Russia, Latin America, USA. TK also developed customizable workshop process “Hunchstarters” to develop actionable ideas validating the proposition for BP Castrol’s new segment entry in South + SE Asia & Friesland Campina’s brand architecture unifier..

TK has always been an entrepreneur at heart: a business unit leader for over 5 years winning the highest possible rating from Unilever India, the agency trouble-shooter on key accounts, leading new business acquisitions for agency: Toyota India launch, Seiko Epson India entry, Maruti Suzuki Wagon R launch. As a solo entrepreneur since 2010, he has continued to win business from Unilever, BP Castrol, Friesland Campina, Godrej.

A respected thought leader with an MBTI profile of INTJ [thought leader], TK published ‘The Changing Faces of the Indian Woman’ 2002. Interestingly, he is also a trained tarot reader.

A doting father, TK is delighted to have helped & learned from

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