As the global creative industry turns its attention to Cannes Lions 2026, craft—not just creativity—is likely to be at the centre of conversations in the Design jury room. According to Lulu Raghavan, President APAC at Landor and a Design Lions jury member this year, great design cannot succeed on an idea alone. “The idea is important, the results are important, but so much of great design comes down to execution and craft,” she said, reflecting on the hundreds of entries she has already reviewed.
Raghavan noted that among the more than 280 entries she judged, the quality of execution has emerged as a key differentiator. She also pointed to a growing appreciation for painstaking, labour-intensive work, particularly from the APAC region. Drawing from rich traditions of craftsmanship, textile-making and other art forms, several entries stood out for the sheer effort invested in their creation. “I don’t want to call it a trend, but I saw it in quite a few entries, and I’m quite excited for those to win,” she said.
Watch the video interview here:
About India’s growing design credentials, Raghavan believes the country’s strength lies in its cultural depth and ability to solve complex societal problems through design. She highlighted how Indian brands are increasingly developing their own visual language rather than borrowing heavily from Western aesthetics.
However, she also sees room for growth. While Indian designers excel at creating striking identities and touchpoints, she believes the industry is still maturing in areas such as brand systems thinking, consumer research and strategic rigour.
One category she is particularly eager to judge is Design for Behavioural Change. From health and wellness to sustainability, she sees design playing a critical role in nudging people towards better decisions and actions.
Raghavan also welcomed the increased representation of Indian and APAC professionals on Cannes juries, while stressing the need for objectivity. “There’s more representation now to fix that uneven representation from the past, but we need to truly be unbiased in the service of the work,” she said, noting that diverse juries can help ensure that culturally nuanced work is fairly understood and evaluated.
As she prepares for jury deliberations, Raghavan describes herself as both excited and anxious. The challenge, she says, will be identifying work that not only represents the best of design today, but also signals where discipline is headed next.
