PepsiCo’s Tanu Sinha Unpacks the Power of Culture in Design at ISDI Masterclass

As part of the ongoing Creative Catalyst Masterclass series, ISDI – School of Design & Innovation recently had the honour of hosting a compelling session titled “The Power of Culture in Design and Crafting Brand Stories,” led by none other than Tanu Sinha, Director – Design Head at PepsiCo.

This masterclass was a deep, immersive dive into the ways culture shapes, influences and amplifies the power of design. For our budding designers, it was a pivotal moment that offered both direction and inspiration straight from an industry titan.

A Journey Through Culture, Creativity & Context

Tanu Sinha began the session by sharing her own story—growing up in Lakhimpur, Uttar Pradesh, in a family where art was part of daily life. With a father who was an artist and a mother who was a professor, creativity and intellectual curiosity were part of her upbringing. Her journey through the prestigious National Institute of Design (NID) further cemented her belief that culture lies at the heart of all great design, and that design is fundamentally about people.

She emphasised that design is more than aesthetics—it’s a form of problem-solving grounded in social, cultural, geographical, and economic contexts. “People are the product of their culture,” she explained, “and culture is constantly evolving and embracing the new.”

People are the product of their culture and culture is constantly evolving and embracing the new.

The PepsiCo Design Philosophy

Giving our students a peek into the world of PepsiCo, Tanu painted a vivid picture of a global design ecosystem—300+ designers across centres in New York, China, India and beyond. At PepsiCo, design doesn’t just live on the surface. It extends across design strategy, brand development, lifestyle merchandising, structural packaging, digital experiences and even physical space design.

She spoke about how brands today leverage culture to create relevance—and in some cases, even shape culture itself. Companies like Netflix and Uber were cited as examples of brands that have successfully done both.

Designing with Culture at the Core

Tanu brought the concept of “brand culture design” to life with inspiring examples from her work. She shared the story of 7UP in Bengal, where traditional moments like Durga Puja and Sindoor Khela were reimagined through artful visuals and integrated into brand communications. Not stopping at conventional media, these cultural moments were even translated onto sarees and blouses, pushing creative boundaries.

In the South, 7UP tapped into the spirit of Onam celebrations, while other initiatives included collaborations with cultural icons like M.S. Dhoni for Lays and bold fashion-forward moves like placing product imagery on streetwear—T-shirts and hoodies that speak the language of youth.

All of these stories circled back to a central idea: celebrate people for who they are and what makes them unique. In Tanu’s words, “Stay curious, stay connected. Inspiration is all around us.”

Stay curious, stay connected. Inspiration is all around us.

Empowering the Designers of Tomorrow

For the students at ISDI, this session was more than just an industry talk—it was a critical inflection point in their design journeys. Tanu Sinha’s masterclass helped them understand that design doesn’t exist in a vacuum, and that every creative decision is a dialogue with culture, community and context.

Her industry perspective offered a rare window into the real-world application of design thinking—how global brands navigate local nuances and how storytelling becomes powerful when rooted in authenticity.

More than anything, it reminded our students of why they chose design: to make meaning, spark connection, and ultimately, shape the world around them.

Tanu Sinha’s presence and her insights as a creative catalyst will undoubtedly echo in the projects, portfolios and perspectives of our students for years to come. Stay tuned for more creative catalyst masterclasses that connect our classrooms with the ever-evolving design industry.