One of our D&AD Membership perks is our Members’ Spotlight feature that takes a moment to celebrate the work of different industry professionals. Each interview gives creatives a virtual soapbox, asking what they’re currently working on, what are they most proud of, and if there were one piece of work they wish they’d been responsible for, what would it be?
Meet Meera Sharath Chandra...
Introduce your place of work
I am founder of Tigress Tigress, a digital-led integrated communications agency. Having worn two hats – as Head of Creative and Head of Business – in agencies, I decided on a very differentiated alliance based model. I have tied up with over 75 partners across the UK, India, the US and Canada – talent-rich agencies and consultants in all aspects of communication from hi-end technology to singer-songwriters, luxury brand specialists to grassroots-level activation houses. I pull together a best-of-breed team for every brief and field the best possible international skill set to arrive at a truly creative business solution. No two briefs get the same team as each brief is unique and requires the right talent. As Chief Creative Officer, I enjoy creating cohesive groups of experts and I am accountable for the final creative product at all times. I love interacting with – and getting inspired by – a great bunch of people every day.
What are you currently working on?
I am working on a great project called Spun on women empowerment for a textile giant in India - the Welspun Group. They have rebuilt the lives of the people in the desert wasteland of the Great Rann of Kutch after the horrific earthquake of 2001. They have empowered women by co-opting them in the revival of the dying arts and crafts of the region. By doing so, they have enriched their native skills, made them financially independent and empowered the whole social eco-system around them. We started with a truly emotional coffee table book and are now onto the web presence where the hand-embroidered and block-printed products created by these women will be sold online. We are planning a tie-up with niche tour specialists to create a one day Spun tour through the desert on camel back with an experience of the salt pans, the rustic cuisine and finally the Spun centres and the products.
What work are you most proud of?
There are quite a few pieces that I truly feel chuffed about. The Lump campaign for breast cancer (where we created a small lump on the typography of the ads), the MTV protected entry road block (where the cursor had to wear a condom before being allowed into the site on World Aids Day), Put a Face on a Book for educating the girl child (where every sponsored child became a face on a book on Facebook – symbolising a success story).
What work makes you think ‘I wish I’d done that’?
I wish I had done Hasbro’s Monopoly Live. I wish I had done the Right Hand campaign for DeBeers. I wish in recent times I had done the cheeky, edgy Newcastle Brown Ale campaign. And yes, I wish I could have created something that made an impactful difference like Sweetie.
What’s the best piece of advice you’ve received during your career?
As a cub writer I was taught to talk to just one person one-on-one whenever I wrote a piece of communication – never talk to the whole generalised demographic. This is a wonderful insight and has especially helped when I specialised in the digital space. Another great tip is that every brief, good or bad, small or big, has the potential to have a winning solution. I always took the brief that no one in my team wanted and turned it around. I found that I was enjoying myself and inspiring the rest all at once. And of course there is the advice I will always heed – never insult the intelligence of the consumer, let them contribute 50% to the communication to make it complete. Again, in a world of manufacturer’s monologues, this is what creates genuine and engaging dialogues.