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In a World of Noise, Design That Makes Sense Wins

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Design

Design is often reduced to how something looks. But in reality, it shapes how brands are understood, trusted, and remembered. In a fast moving creative landscape where attention is scarce and execution is easy, what truly sets great design apart is not just craft, but clarity of thinking.

In this conversation, Anam Khan shares her perspective on what makes design effective, how it drives business value, and why the future belongs to those who can think, not just execute.

What truly separates design that works from design that just looks good today?

I don’t see it as either or. Great design needs both, just in the right order. Aesthetics without purpose is decoration. Purpose without beauty gets ignored. Everything shifts when you start with what this needs to do instead of what this should look like. For me, the idea and the aesthetics are not separate. One should justify the other. If I cannot explain why something looks the way it does, it is usually not the right one.

How does strong design translate into real business value for brands today?

Design is the first handshake a brand has with its audience. People decide fast. Good design makes that decision easier. Whether it is trust, recall, or just a feeling that this feels right. That directly shows up in how brands grow. Good design does some of the selling before anyone even shows up.

With AI making execution easier, what will define a truly great designer going forward?

Probably taste and thinking. AI can make things faster, but it cannot decide what is worth making. That judgment is where designers will stand out.

Absolutely. There is a lot of noise dressed up as creativity. I think the mistake is designing for attention rather than for understanding. When everything screams, nothing is heard.

The best design I have come across, and tried to do, is quiet confidence. It does not need to shout. It just makes sense the moment you see it.

How can strong design thinking accelerate someone’s career beyond just improving their portfolio?

It helps you solve bigger problems, communicate better, and influence decisions. That shift from executor to thinker is what accelerates growth.

Your portfolio gets you in the door. Your thinking is what keeps you at the table.

These responses are penned by Anam Khan, ACD, Digitas

Disclaimer: This article presents the author’s opinion and doesn’t necessarily represent the publication’s stance. Follow us on Instagram

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Fenty Beauty’s ‘Ki Haveli’ Turns Mumbai into an Immersive Beauty Playground

Inspired by the architecture and aesthetics of traditional Indian havelis, the pop-up creates a visually rich and inviting environment.

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Fenty Beauty’s ‘Ki Haveli’

Fenty Beauty has brought a unique experiential concept to Mumbai with the launch of its ‘Ki Haveli’ pop-up, redefining how beauty brands engage with consumers in India. Designed as an immersive retail space, the activation blends global beauty innovation with strong local cultural influences.

Inspired by the architecture and aesthetics of traditional Indian havelis, the pop-up creates a visually rich and inviting environment. Intricate design elements, warm textures, and culturally rooted storytelling come together to deliver a space that feels both premium and relatable. This localisation strategy helps the brand connect more deeply with Indian audiences while maintaining its global identity.

The ‘Ki Haveli’ experience goes beyond conventional retail by encouraging interaction and discovery. Visitors can explore different zones, engage with products through personalised experiences like shade matching, and immerse themselves in a setting crafted for both engagement and shareability. The format shifts the focus from simple transactions to meaningful brand interactions.

At the heart of the activation is Fenty Beauty’s commitment to inclusivity and diversity. Known for its wide shade range and consumer-first approach, the brand uses this platform to reinforce its positioning in a market that increasingly values representation and accessibility.

The launch also reflects a broader shift towards experiential marketing in the beauty and lifestyle sectors. As consumers seek more engaging and memorable brand moments, pop-ups like ‘Ki Haveli’ offer a powerful way to build emotional connections and drive recall.

With this initiative, Fenty Beauty strengthens its presence in India while setting a new benchmark for culturally relevant, experience-led retail.

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JBL Turns 80 with a Powerful Dolby Atmos Soundbar Launch in India

A standout feature of the lineup is its detachable wireless surround speakers, designed for flexibility and ease of use.

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JBL 80 Years

JBL has marked 80 years of audio excellence with the launch of its new Bar Series in India, bringing a premium, cinema-like sound experience into everyday living spaces. The milestone launch reflects the brand’s continued focus on innovation and evolving consumer expectations around home entertainment.

The Bar Series is built to deliver immersive audio through Dolby Atmos, creating a multidimensional sound environment that enhances movies, music, and gaming. By adding depth and spatial clarity, the technology transforms standard viewing into a more engaging and realistic experience.

A standout feature of the lineup is its detachable wireless surround speakers, designed for flexibility and ease of use. This allows users to create a full home theatre setup without complex wiring, making high-quality audio more accessible for modern households. The system also focuses on enhanced dialogue clarity and powerful bass, ensuring a balanced and impactful listening experience.

The range includes multiple models tailored to different room sizes and preferences, positioning the Bar Series across both premium and mid-premium segments. With sleek design and advanced features, the lineup caters to a growing audience seeking high-performance audio solutions at home.

This launch underscores JBL’s legacy of blending professional-grade sound with consumer-friendly innovation. As demand for immersive entertainment continues to rise, the brand’s latest offering reinforces its position at the forefront of India’s evolving home audio market.

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D.A.V. Public School Leads the Way in Creating Safer Classrooms with Bullying Decoder Initiative

Guided by Dr. Anita Gautam’s vision of holistic education, the Bullying Decoder represents a shift from reactive discipline to proactive care.

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DAV PUBLIC SCHOOL And Bullying Decoder

Faridabad, Haryana: Reinforcing its commitment to creating a safe, empathetic, and future-ready learning environment, DAV PUBLIC SCHOOL, SEC 14, FARIDABAD, under the leadership of Dr. Anita Gautam, has introduced an innovative initiative, Bullying Decoder, aimed at understanding and addressing verbal bullying within classrooms.

The initiative has been developed in collaboration with Dentsu Lab India and Classteacher Learning Systems, bringing together educational insight and technological innovation to address a deeply rooted but often overlooked challenge in schools.

Located at D.A.V. Public School, Sector 14, Faridabad, Haryana, the institution has taken a pioneering step by thoughtfully integrating this solution into its student well-being framework—setting a strong example for schools across the country.

While traditional systems in schools have largely focused on monitoring physical safety, the school identified a critical gap—verbal bullying, which often goes unnoticed but leaves a lasting emotional impact. Guided by Dr. Anita Gautam’s vision of holistic education, the Bullying Decoder represents a shift from reactive discipline to proactive care.

The system works by analysing patterns in classroom conversations to identify trends related to behaviours such as body shaming, exclusion, and harmful remarks. Importantly, all insights are aggregated and anonymised, ensuring complete student privacy while enabling educators to take meaningful, informed action.

What distinguishes D.A.V. Public School is its deeply student-centric approach. The insights generated are actively used by counsellors to design contextual, age-appropriate interventions, making conversations around empathy, respect, and inclusion more relevant and impactful for students.

Early results from the 2025–2026 academic session reflect a significant positive shift, with a decline in bullying instances by 54.6%, alongside improved classroom sensitivity and peer relationships. The initiative has also contributed to a stronger sense of trust and openness within the school community.

Principal’s Message

Speaking about the initiative, Dr. Anita Gautam, Principal, DAV PUBLIC SCHOOL, SEC 14,FARIDABADl, said:

“At D.A.V. Public School, we believe that education goes beyond academics—it is about shaping emotionally aware and responsible individuals. Bullying Decoder has helped us understand our students better, not by identifying individuals, but by recognising patterns that need attention. This has empowered us to respond with empathy and precision.”

“Our focus has always been to create an environment where every child feels safe, heard, and valued. Seeing a measurable decline in bullying and a positive change in classroom culture is deeply encouraging for us as educators.”


By embracing innovation with responsibility, D.A.V. Public School continues to lead by example—demonstrating how schools can evolve into spaces that prioritise both academic excellence and emotional well-being, while collaborating with forward-thinking partners to bring meaningful change.

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