Shirin Johari
• Current: Creative Head - Brand Building. Creative Strategy. Innovation. Design. Impact.
• Founder : Children of Type
Germany / India
My creative practice sits at the intersection of critical thinking, innovation, and effectiveness—with the responsibility to influence and transform cultural systems across social, educational, and business spheres. I operate as an independent creative studio partnering with organisations and brands to tackle creative and communication challenges, curating unique teams shaped to fit each project’s vision.
Over the past two decades, while serving at global network agencies such as JWT, Ogilvy & Mather, DDB, Creativeland Asia, TBWA and with entrepreneurship, my work has been recognized with more than 40 national and international awards, including a Cannes Design Gold and a grant-honour from the Government of Chile. I co-founded Clap Global, named among the world’s ‘Top 20 Social Innovations,’ and have collaborated with talent from over 35 countries. Most recently, I served as Chief Creative Officer at Aayu, a health-tech startup, and as Creative Head -India at BookMyShow, the country’s largest entertainment company.
As the Founder of Children of Type, I also lead an educational innovation designed to transform early childhood learning through socio-emotional principles, benefiting children, parents, educators, and schools in multiple Indian cities.
Brands Handled
Awards and Recognition
Jury Member, ADC 95th Annual Awards, 2016
Jury Member, Young Guns Annual Awards, 2017
‘Top 30-Under 30’ Media Personalities, India, - Impact magazine, 2013
Work featured at the Triennale Design Museum - Milan, Italy, 2013
Young Achiever’s Creative Person of the Year, India, 2008
Clap Global
Travellers in Classrooms
Co-Founder and Chief Creative Officer: 2015 - 2019
Advisor and Director - 2019 onwards
A VC funded company
Clap Global is founded on the idea of ‘Travellers in Classrooms’ which I conceptualised in 2013 with the aim of creating a larger social and cultural impact through my work. This initiative enabled international travellers to visit local school classrooms and have eye-opening conversations with students through automated matching of available dates. To turn it into an automated platform to be harmonised into global education and tourism systems, I brought on board Aarti Chhabria, a business specialist.
Clap Global created a progressive 15-level curriculum in global competence adapted by school networks across 13 Indian cities. Over 4 years and a 25 people multi-city team, it enriched travellers from over 129 countries.
Awards and Recognition:
· Awarded a grant-honour and incubation by The Government of Chile, Start-Up Chile 2015 - 16.
· Named one of the top 20 Social Innovations from around the world, 2017 - Social Enablers
· ‘Start-Up of the Year’ National Award - Exhibit Magazine, 100 Hottest Start Ups 2016
· ‘Social Messiah of the Year’ National Award - Exhibit Magazine, 2016
· Recognition of Excellence - SuperStartUps Asia Award 2019
· Honoured with an invitation to represent at the at the United Nations Sustainable Development Goals - Festival of Action 2019 in Bonn, Germany.
· Invited as a speaker at TEDx, 2016
Beyond the work
My meditation practice allows me to explore the rich intersection of mindfulness, science, and creativity. I draw my energy from workouts, cycling, swimming, and continuous learning. I now live in Tübingen, Germany, with my German husband and our two-year-old son - incredibly grateful to how motherhood empowers me, expanding the way I project my creativity into new dimensions.
A detailed view into the professional timeline
Current
• Creative Consultant - Brand Building. Innovation. Design. Impact.
• Founder, Children of Type
Oct 2021 - Present
An edutainment product / Pedagogoc innovation / Active across 10 Indian cities
Total Work Experience 20 years
Awards 40+
Categories
Telecom, FMCG, entertainment, cinema, automobile, food, beverages, travel, Tourism, education, social impact, logistics, fitness, health, health-tech, fashion, luxury, beauty, insurance, real estate, banking, finance, airlines, petroleum, hospitality, events, technology, OTT and publication.
As Creative Head at Aayu
Oct 2021 - Nov 2022Aayu is a unique health app that that counters disease with yoga, science and awareness.
In my capacity as Creative Head:
• I lead the brand building, philosophy, creative strategy, design, UX UI and advertising campaigns across product and marketing.
• Built the brand from conception to Aayu’s beta-test launch with its initial 110k+ users into its foundational growth phase.
• Structured and led a creative network of more than 20 fulltime and freelance professionals, across research, design, UX UI, social media, animation, music direction, sound design, writing, photography, film making and producing.
• Worked closely with the founder, executive leadership and other teams of doctors, integrated yoga therapists, scientists, molecular biologists, researchers, academicians, technology, operations & management.
As Creative Lead at BookMyShow, India
Nov 2020 - July 2021• Structured an in-house agency model for India’s largest entertainment platform.
• Built and lead the creative org for its national operations.
• Built an additional modular network of more than 30 writers, designers, animators, filmmakers, editors and music directors.
• Raised, transformed and created fresh benchmarks for:
• Experience design, innovation, campaigns & communication, films, social media and growth design.
• Worked closely with the founder and executive leadership towards creative strategy for brand revitalisation
and to define a long-term vision for BookMyShow.
• Worked actively with the Brand Alliances team to coalite in meaningful partnerships with brands across categories through innovation.
Projects handled across verticals :
Brand - Revitalisation, Brand Building and Campaigns
Stream - BookMyShow‘s new video-on-demand platform curating handpicked global cinema
All India Cinema Revival (Post-pandemic waves)
Live Events, Music Festivals and Theatre
Loyalty and Rewards
Apparel Product design - Towards the launch of an ‘Originals’ merchandise section
Sports - Matches and upcoming worldcups
Brand Alliances
BookASmile - BookMyShow’s charity wing
As an Advertising Professional:
Creative Director / Consultant
April 2019 - June 2023
Working with clients in India and Thailand.
Brands handled:
Bawri India
Pan-India restaurant chain launch / by Masterchef Amninder Sandhu
Siddhayu
Ayurveda, health and wellness / Dentsu India
Food Forward India
Unique cullinary travelling not-for-profit org / by Michelin star chef Garima Arora
HERE
Diner Launch / Thailand / by Michelin star chef Garima Arora
Puma / Immrse
Product innovation, creative strategy, design, brand building / Education Technology
Divinectar
Ayurveda, beauty, health / Bombay Design Company
Pole Burnt
Art and Fitness / Pole Fitness Studio identity
TBWA India
July 2013 - May 2015
Creative Director
Lead a team of 8 creatives - writers and art directors
Brands handled:
Celio
Vogue
Zoiro Denin
Nissan
Pril - Jyoti Laboratories
Peninsula
IDFC
Samsonite
Cigna TTK
DDB Mudra
Feb 2011 – June 2013
Associate Creative Director, Art
Brands handled:
Volkswagen
Incredible India
TopGear
Philips
Big Bazaar
Nirmal Lifestyle
Awards and Recognition
Cannes Gold 2012 : Integrated Campaign
Cannes Bronze 2012 - Design Typography
Triennale Design Museum, Milan, Italy : Showcase
Outdoor Advertising Awards Gold 2012
Out of Home Awards 2012 - Best Outdoor Creative
Out of Home Awards 2012 - Most Innovative use of OOH Media
Spikes Asia 2012 – Ambient, Stunts and Live Advertising
Media Abby Awards 2012
EMVIES 2012
Creativeland Asia / India
Oct 2009 – January 2011
Creative Partner, Art
Brands handled:
Frooti
Medimix Handmade Herbal Soaps
Audi
Saint Juice
LMN - lemon drink
Awards
Cannes Silver 2010 – Outdoor, Stunts and Live Advertising
Cannes Bronze 2010 – Outdoor, Posters
Spikes Asia Silver 2010 – Best use of Media
London International Award Bronze 2010 – Best Use of Typography
Abby Awards Silver 2011 - Out of Home, Ambient : Juicy Mango Surprise Project
Abby Awards Bronze 2011 – Integrated
Abby Awards Silver 2011 - Film Campaign
One Show Merit 2011 – Typography
Ogilvy & Mather Mumbai
Feb 2006 - Sep 2009
Art Director
Brands handled:
Hutch
Hutch to Vodafone brand migration
Vodafone
Emirates
Cadbury’s Bournvita
DHL
HSBC
Lenovo
Anand Rathi Financial Advisors
Galla Mango Nectar
3G
Awards
Young Guns Bronze 2007 – Direct Mailer
Asia Pacific Bronze 2007 – Direct Mailer
Young Achievers Awards 2008 - Creative Person of the Year
Cannes Finalist 2008 – Outdoor, Ambient
One Show Merit 2008 – Outdoor, Ambient
The Work 2008 - Outdoor, Ambient
LIA Merit 2008 - Outdoor, Ambient
Media Spikes Merit 2008 - Outdoor, Ambient
Young Guns Merit 2008 - Outdoor, Ambient
Abby Bronze 2008 - Outdoor, Ambient
Outdoor Advertising Awards Silver 2008 - Public and Social Service
Outdoor Advertising Awards Merit 2008 - Innovation of the year
Asia Pacific Finalist 2008 - Outdoor, Ambient
Red Hot Gold 2008
Abby Bronze 2009 - Outdoor, Stunts and Live Advertising
JWT Mumbai
July 2005 – Jan 2006
Internship
Brands handled:
Smirnoff
Smirnoff Twist
Baskin Robbins
HP (Hindustan Petroleum)
Godrej
Ciroc Vodka
EMS: Emergency Medical Service
Role & Responsibilities - Advertising:
· Gaining an in depth understanding of each category & brand by studying its unique challenges & opportunities
· Conceptualizing, developing and executing multimedia campaigns across traditional, digital & social media.
· Creating brand identity and establishing brand philosophy and visual language for new products and brand launches
· Collaborating with writers, filmmakers, photographers, animators and voice artists to come up with innovative marketing and branding solutions
· Working with dynamic teams in high-pressure environments and adapting to integrate geographies
Juries
ADC 95th Annual International Awards, 2016 - Jury Member
Young Guns International Award, 2017 - Jury Member
Personal Copyrights ©
The Hinglish Font- 2012
Children of Type - 2020
Parallel Experience
Memesys Culture Lab
July 2016 - Nov 2016
Creative and design Consultant / VR
Memesys is a cinema and new media studio at the intersection of science, philosophy and culture. The studio actively participates in cinema, literature, pedagogy, technology, art, scientific and philosophical research and actions of significant social impact.
During my time here, I had a special focus on ElseVR - South Asia’s first Virtual Reality journalism platform - their Mixed Reality channel, a disruptive idea in narrative nonfiction and journalism, bringing extraordinary and urgent stories to Virtual Reality (VR).
Languages:
English
Hindi
Gujarati
Marathi
German (Intermediate)
Spanish (Beginner)
Arabic (Script)
A glimse : Swimming with the humpback whales in Tonga Islands in the South Pacific wild, 2018.
Talks
TEDx, Mumbai 2016 : Classrooms, Bagpackers and a Revolution
• ISDI Parsons School of Design and Innovation 2020 : There’s a Hack for Cultivating Intuitive Intelligence
• Reliance Foundation Hospitals and Research Centre at SORC, Festival
of Orthopedics, 2019 :
The Anatomy of Intuition
• TEDx Unplugged, Mumbai 2019 :
The Trick to Cultivating Eureka Moments in your Career.
• Symbiosis University, as Chief Guest, Pune 2017 • Startup Chile, Santiago 2015
• Creative Beta Mornings, Mumbai 2013
I work with
Organisations and individuals who seek to create positive change and impact on scale through lateral thinking, innovation and design.
While creating enlightening, engaging and entertaining work.
And with those who believe in revolutionising and in shaping new cultural landscapes of society.
Other things I love
User Experience Design
Installation art
Urban planning
Design for public spaces
Product innovation
Film / cinema / video
XR, VR, AR
Behavioural Design
Circular economy
Oceans / environment
Scuba diving
Swimming with the whales in the wild
Pole Fitness and gymnastics
Bagpacking
World Cinema
The confluence of science and spirituality