Shirin Johari
Creative Leadership x Cultural Impact
• Current: Independent Creative Consultant - Brand Building. Design. Creative Strategy. Innovation. / Selected work
• Founder : Children of Type - An edutainment innovation - 11 cities
India / Germany
My creative practice sits at the intersection of critical thinking, innovation, and effectiveness—with the responsibility to influence and transform cultural systems across social, business and educational spheres. I currently 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
Cannes x5 / London International Awards x2 / Spikes Asia x3 / Asia Pacific x2 / One Show x2
/ The Work x1 / Outdoor Advertising Awards India x3 / Out of Home Awards India x2 / Abby Awards x7 / EMVIES x1 / Young Guns x2 / Red Hot Awards x1
Triennale Design Museum, Milan, Italy : 2013 Showcase
Young Achievers Awards 2008 - Creative Person of the Year ‘Top 30-Under 30’ Media Personalities, India, - Impact magazine, 2013
Juries
ADC 95th Annual International Awards, 2016 - Jury Member
Young Guns International Award, 2017 - Jury Member
Clap Global
Travellers in Classrooms
A VC funded company
Founder and Chief Creative Officer: 2015 - 2019
Advisor and Director: 2019 onwards
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:
· Grant-honour and incubation by The Government of Chile, Start-Up Chile 2015 - 16.
· Named ‘Top 20 Social Innovations’ globally, 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
As Creative Head at Aayu
Oct 2021 - Nov 2022
Aayu 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 defining 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 campaign (Post-pandemic waves)
Live Events, Music Festivals and Theatre revival campaigns
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:
Role & Responsibilities
· Gaining an in depth understanding of each category & brand by studying its unique challenges & opportunities
· Conceptualizing, developing and executing multimedia campaigns across 360 media - with the specialisation and responsibility for art direction.
· 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
As Independent Creative Director - Brand Building, Design
2019 - 2023
Working with brands across India and Thailand.
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
2013 - 2015
Creative Director, Art
Lead a team of 8 creatives - writers and art directors
Brands handled: Celio, Vogue, Zoiro Denin, Nissan, Pril - Jyoti Laboratories, Peninsula Real Estate, IDFC Bank, Samsonite, Cigna TTK Health Insurance
DDB Mudra
2011 – 2013
Associate Creative Director, Art
Brands handled: Volkswagen, Incredible India - Indian Ministry of Tourism, TopGear Publication, Philips, Big Bazaar India, Nirmal Lifestyle Real Estate
Creativeland Asia / India
2009 – 2011
Creative Partner, Art
Brands handled: Frooti, Medimix Handmade Herbal Soaps, Audi, Saint Juice, LMN - lemon drink
Ogilvy & Mather Mumbai
2006 - 2009
Art Director
Brands handled: Hutch Telecom, Hutch to Vodafone brand migration, Vodafone, Emirates, Cadbury’s Bournvita, DHL, HSBC Bank, Lenovo, Anand Rathi Financial Advisors, Galla Mango Nectar, 3G
JWT Mumbai
2005 – 2006
Internship, Art
Brands handled: Smirnoff, Smirnoff Twist, Baskin Robbins, HP (Hindustan Petroleum), Godrej, Ciroc Vodka, EMS: Emergency Medical Service
Personal Copyrights ©
The Hinglish Font- 2012
Children of Type - 2020
Parallel Experience
Memesys Culture Lab
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).
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 Germany with my German husband and our four-year-old son and I am incredibly grateful to motherhood for empowering me to expand my creativity into new dimensions.
Languages
English
Hindi, Gujarati, Marathi
German B1 - Intermediate
Spanish - Elementary
Arabic - Script
A glimse : Swimming with the humpback whales in Tonga Islands in the South Pacific wild, 2018.