Ashwini Deshpande, Co-founder & Director of Elephant India, on Building Iconic Brands
- A childhood immersed in art, literature, and unconventional thinking
- Cultural influences from Aurangabad’s rich heritage
Podcast
Overview
In this deeply insightful episode of The Brand Called You, host Ashutosh Garg speaks with Ashwini Deshpande, Co-founder and Director of Elephant, one of India’s leading independent design consultancies.
Ashwini shares her remarkable journey—from early exposure to art and culture, to shaping some of India’s most iconic brand narratives. The conversation explores how design, culture, storytelling, and technology intersect to create brands that endure.
Below is a structured summary with key themes and timestamps.
00:00:47- What Inspired Ashwini Deshpande’s Journey into Design?
- A childhood immersed in art, literature, and unconventional thinking
- Cultural influences from Aurangabad’s rich heritage
- Discovering design through NID without knowing what it truly entailed
- The importance of mentorship and foundational learning
00:02:51- What Were the Early Challenges of Being a Design Entrepreneur?
- Late-1980s India lacked awareness of design as a business tool
- Founding Elephant as a collaborative NID initiative
- Drawing inspiration from the “blind men and the elephant” parable
00:05:36- Balancing Recognition and Responsibility
- Staying grounded despite early recognition
- Using success as a platform to give back
- Fostering collective ownership and humility at Elephant
00:07:22- Branding in Today’s Digital World
- Shortening attention spans demand clarity, not noise
- Consistency across messaging and action is critical
- Authentic brands live their values, not just advertise them
00:08:45- What Makes a Brand Iconic?
- Good brands communicate clearly
- Iconic brands tap into timeless cultural truths
- Indian brands are beginning to create globally resonant identities
00:10:59- Misconceptions About Design
- Design is often mistaken for surface-level aesthetics
- True design drives strategy and business decisions
- Design is a mindset, not merely a department
00:13:10- Storytelling Across India’s Cultural Diversity
- India’s oral traditions and undocumented narratives
- Diversity as a creative strength
- Blending regional authenticity with global relevance
RESOURCES:
Learn more about Ashwini Deshpande: LinkedIn
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Profile
- A childhood immersed in art, literature, and unconventional thinking
- Cultural influences from Aurangabad’s rich heritage
- Discovering design through NID without knowing what it truly entailed
- The importance of mentorship and foundational learning
