We have come a long way since the early days when ambitious and purpose-driven Indian brands challenged the colonial supremacy and introduced the transformative concepts of branding and advertising to an Indian audience that was largely unaware of the broader aspects of advertising and graphic design needed to enhance visibility and drive sales. From the first Airline to Amul Butter, TATA, Maruti and even Parle G; some brands that have been instrumental in putting forth India with competitive global brands indirectly lead to the beginning of a new era, setting the stage for a visual language that resonated with both local and international audiences.
Despite the rising prominence of the design industry and growing recognition of design value in India, it still remains an area of expertise known to only a few and has yet to reach the broader population in India. Realistically, given India's vast population and the wealth of creative talent here, there appears to be a lack of pride in being a graphic designer in India, which can be attributed to the minimal value placed on design in our country, partly due to a lack of awareness and understanding. We hear a lot of Indian educationists speak about finance, business development, and other industries, but conversations about design and branding are relatively scarce. I have been questioned many a time about what I do and I have witnessed people being clueless about it, I am sure that wouldn’t be the case had I told them that I am a computer engineer and not a brand designer. Just as we promote medicine and engineering, I would love for the design industry to be elevated to the same level of recognition in our country.
Advertising and branding have long been part of the commercial landscape, and the influence of Western commercialization has certainly generated excitement around branding in India. Reality shows have made a certain percentage of people aware of the concept of branding and packaging. If you see, we have always been aware of them, we go to retail stores and make choices of purchase based on how a particular packaging interacts with us or how a TV advertisement tempts us to try a specific product. What is missing is that we see only a few brands and services truly acknowledging the core principles of branding. We often feel a sense of aspiration when holding an imported brand but there will be very few Indian products that we would like to flaunt. If every brand maker and branding agency understands the value and power of design, I am very sure that is vacuum will no longer exist.
Furthermore, if we are asked to name design agencies in India, I am sure you are likely to take the names, Pentagram, Ogilvy, Landor, or DDB, which are not Indian agencies but have operations in our country will be frequently mentioned. Very few Indian agencies are represented at global design forums compared to their international counterparts. There is a pressing need to transform the design industry's ecosystem in India. Design agencies must align with global standards to enhance their efficiency, the way they cater to expertise like branding or advertising and in the way they build ethical client relations. We definitely would want every brand that begins in India or even anywhere in the globe, to be created by Indian agencies with such profound standards that people question the origin of a particular product, all while creating a prideful and aspirational association.
Both design agencies and design schools need to take responsibility for giving the correct information, delivering the right design expertise to their clients and providing high-quality education to students. Our country has numerous accomplished design schools and agencies but there is no stronger effort to elevate India's status in design excellence. There has not been a massive movement in taking responsibility for uplifting India’s design understanding.
A nation's power is often measured by its resource endowment, military strength, economic capability, and political stability, but what about its design prowess?
Western countries are often seen as aspirational—consider what makes them so appealing. In everyday life, it’s not their military strength that attracts admiration but their branding, their design intellect and aspirational advertising. We’re unwittingly drawn to the design luxury of other countries, aren’t we? Who wouldn’t want to flaunt a bag with the Eiffel Tower or NASA-branded merchandise? But would we hold Indian branding to the same standards? The calibre and stature of ISRO are impressive, but does it inspire us? It has the potential to be showcased in an exceptionally brilliant manner. What is lacking is the right branding and communication.
Design wields the remarkable ability to shape an entire nation—though, as history shows, it can be for better or worse. Take the Nazi symbol, for example. That one emblem had the unsettling power to instil both fear and authority across an entire country. Ultimately, the example of the Nazi symbol underscores the immense responsibility that comes with the power of design. It serves as a reminder of how design can shape collective consciousness and influence societal values, for better or worse.
Design is not just an aesthetic consideration; it's a strategic tool that can drive innovation, foster cultural pride, and elevate entire industries. At medea, by addressing this gap, we aim to showcase how thoughtful and high-quality design can significantly impact and uplift the nation and for the same our every mission and value aligns in boosting India’s reputation as a true emblem of design excellence and to create a landscape where full potential of graphic design is realized for the betterment of society as a whole.
Wishing everyone a joyous Independence Day!
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