Tiger Nation has hired Citizen Brando to help with launch PR, ramp up media relations and raise its profile with the press, consumers and the conservation community.
Tiger Nation aims to build a database of tigers in the wild, by enabling members to upload pictures of the animals. The website's ID software then recognises the tigers by their stripe patterns.
The database can be used by park field directors, border and intelligence agencies, NGOs and scientific organisations to learn more about the movements of the animals.
Founder of Tiger Nation Julian Matthews said: 'This is not just about launching a website. We have, in fact, created a hub for a new community of people that enables them to get close to tigers and to engage with conservation efforts on the ground in India.
'We were impressed by Citizen Brando's campaigning and community-building experience and its ideas that get people to support causes.'
Citizen Brando aims to establish the brand in a sustainable way through campaigning and community-building activities.
The global population of wild tigers has dwindled from 100,000 to 3,200 in the past 100 years, according to the latest population survey by the International Union for Conservation of Nature.
India has the highest number of tigers living in the wild, but poaching and illegal trade have reduced their numbers to only 1,706.
Tiger Nation is backed by the Anti-Poaching Information Network, the Wildlife Protection Society Of India, Travel Operators for Tigers and wildlife magazine Sanctuary Asia.