ENRICHING LOCAL CULTURE ONE IDEA AT A TIME
Alongside her Grey team, where she is the ECD, Vidya is the recipient of international awards for work that challenged perceptions, reshaped mentalities and brought a nuanced, rich approach on the Middle Eastern society, while helping brands have a distinct voice and enjoy prosperity. Vidya has explored all kinds of creative expressions, from copy to art direction, even though it meant leaving medical school to pursue advertising. Her work reflects the pop culture she is living in, through the awards won in Design, Print, Outdoor, Radio, Activation or Creativity for Good. Vidya is a common presence in the judging panels of international creativity festivals, and she is a true believer in the principle “Learning by sharing knowledge”. In 2019 she has been nominated to be a part of the esteemed Cannes Lions Design Jury.
1.What would make your soul sing? What makes you happy?
Positivity and seeing the people around me ‘happy’.
2. A childhood story that announced the creative person you are today.
Apparently, I had the habit of stopping and staring at objects, all of the sudden. Spooky, I know.
3. Best context ever for inspiration was:
Inspiration can come from anywhere. You just need to be present in the moment to connect with it.
4. The project you loved most:
I love it only till I do the next.
5. The project others loved most:
Raffaello – “The White Truth”, the first time Saudi women publicly poured their hearts out on social media.
Also “Veils of Pride” – a design-led campaign around the Hijab. And the voices of Arab women echoed all the way to Cannes.
6. The best thing about Emirati creativity is:
There’s a lot under wraps. But when it’s unveiled, they tell the most beautiful stories.
7. Best statement of Emirati humor:
Cloud seeding and the Rain patterns.
8. Advice for international head hunters, related to Emirati creatives:
You won’t find Emirati creatives in agencies. They run their own.
9. Best place in Dubai:
Apart from my home, the Bastakiya is a great place to visit.
10. Best Place in The Emirates:
UAE is made of 7 Emirates. And each one has its charm. We have some of the best hiking trails.
11. On money:
Know when it’s enough. And know when to give.
12. On spirituality:
13. Most disturbing cliché about UAE:
14. Recommend a book for a young creative:
Document your experiences and write your own.