In 2008, Darshan Gandhi, Head of Design, Godrej Consumer Products, India, was assigned the work to design SPACE, a prototype office to create a young work culture. It turned out to become an initiative that inspired innovation at Godrej.
Known for her expertise in design thinking, Gandhi would be judging 'Product Design Lions' category at Cannes this year.
In a free-wheeling chat with exchange4media, Gandhi reveals what she will be looking for while judging the entries for Cannes 2018.
âGood design is relevant and is something Iâll keep in mind,â she says.
Gandhi believes that it is important for the work to be flexible, agile and evolving. âIâll also be looking at the perspective of the design, the objective and the core idea of the designer and how it wears various hats and serves different purposes,â shares Gandhi.
âCollaboration is key,â she continues and lets out that the work should possess collaboration with various fields like digital, engineering, etc. Gandhi is of the opinion that the work should not be over-designed.
Among the things that she is looking to learn at Cannes, most important is how different cultures experiment in the field of design and the differences in their approach.
Gandhi believes that one of Indiaâs biggest strengths in the product design category is our quality of designers across disciplines.
âIndia being a melting pot of cultures and traditions, the outcome of our execution in the category is unique and is one of our strengths,â she opens up.
Opining on the weaknesses, she says our design thinking can be utilized in a much better way.
Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker Indiaâs performance and a lot more
Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.
In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.
Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer
A total of 183 advertisements were picked up by ASCIâs Suo Moto surveillance
Communication experts say that the recent Airtel controversy on Twitter is a lesson for consumer-facing brands to rejig their customer support and make it more apt for social media