Prof. Paresh Choudhury: A Visionary in Design Education and Advocacy

Prof. Paresh Choudhury is a distinguished figure in the world of design education and advocacy. With over 25 years of experience, his career has left a profound impact on both academia and the design industry, combining his passion for art, culture, and design with his commitment to fostering talent and innovation.

Early Life and Education

Prof. Choudhury’s journey began in his home state of Odisha, where his artistic abilities were nurtured from a young age. He pursued his Bachelor’s degree in Fine Arts from B.K. College of Art & Craft, Bhubaneswar, as part of the institution’s third batch of students. His deep interest in design led him to complete his postgraduate studies in Applied Arts at M.S. University, Baroda.

His thirst for knowledge didn’t stop there. Later in his career, Prof. Choudhury had the opportunity to study at the University of the Arts London (UAL), where he gained advanced insight into design. He further pursued a Diploma in Business Management from Access College of London at Wimbledon and completed Faculty Orientation Training from Coventry University -UK

From Advertising to Academia

Before transitioning into the world of education, Prof. Choudhury enjoyed a successful 15-year career in advertising, working with some of the world’s most renowned agencies, including TBWA, Mudra, Lintas, McCann, Leo Burnett, Ogilvy, Bates, and JWT. His expertise in communication design was honed during this period, collaborating on projects for leading brands like General Motors, Dabur India, Coca-Cola India, and Star Sports. His work on the Mother Dairy Campaign earned him the Delhi Advertising Club Award in 1995.

However, his passion for sharing knowledge led him to academia, where he transitioned into teaching. His first role was as a professor at the MIT Institute of Design (MIT/ID), Pune, where he discovered his passion for educating the next generation of designers. This marked the beginning of his career as an educator, which has taken him to several prestigious design institutions across India.

Academic Leadership and Career Milestones

Prof. Choudhury’s contributions to design education are vast. His roles have spanned various top-tier design schools in India, including:

• National Institute of Design (NID), Andhra Pradesh: Founding Professor and Head of the Department of Communication Design.
• Symbiosis Institute of Design (SID), Pune: Associate Professor.
• DSK International Campus/Coventry University, UK: Head of the School of Graphic Design.
• MIT Institute of Design (MIT-ID), Pune: Professor.
• UPES University Design School, Dehradun: Professor.

Prof. Choudhury’s academic career was further enhanced by his guest faculty roles at numerous other design institutions and his participation in international academic collaborations. His broad expertise spans art, design, technology, business, and culture, making him a versatile and impactful educator.

Founding the Odisha Design Council and School of Design

One of the most significant milestones in Prof. Choudhury’s career was the creation of the Odisha Design Council (ODC), followed by the founding of the ODC School of Design. Driven by his vision to elevate design education in Odisha, he recognized a gap in the availability of high-quality design programs in the state. His goal was to nurture local talent and position Odisha as a global design hub, ensuring that students from the region had access to world-class design education.

In line with this vision, Prof. Choudhury also curated the Odisha Design Week, modeled after prestigious international design events such as Kochi Design Week and Milan Design Week. This event serves as a platform to showcase innovation and creativity, bringing global design attention to Odisha.

Contributions to Design and Society

Prof. Choudhury’s work has always extended beyond the classroom and studio. His expertise in design has been applied to critical social issues, as seen in his project ‘Design Against Cyclone in Odisha’, which he presented at Pratt Institute, New York in March 2020. This initiative aimed to protect the livelihoods of craft villages in Odisha from the devastation caused by cyclones, illustrating his commitment to using design as a tool for social change.

He is also an advocate for the Odia script, promoting it as a classical Indian script on international platforms such as ATYPI in Amsterdam, DesignEd in Hong Kong, TypoDay at IIT Guwahati, and Moratuwa University in Colombo. His contributions in this area have brought recognition to Odisha’s cultural heritage and fostered a global appreciation for its design elements.

Interview Insights

In an interview, Prof. Choudhury shared valuable insights into his career and vision:

• On his motivation to pursue design: He recalls being inspired by his father’s words: “Design is integral to everything, from needles to airplanes.” This realization drove him to see design as a way to make meaningful contributions to society.

• On his transition from industry to academia: After 15 years in advertising, he felt compelled to share his knowledge with the next generation. Teaching, for him, has been as much about learning as it is about imparting wisdom.

• On founding the Odisha School of Designing: He noticed a lack of quality design education in Odisha and wanted to create a platform that would foster local talent and make Odisha a center of design excellence.

• Message to aspiring designers: Prof. Choudhury emphasizes that design is more than just fashion—it encompasses a vast range of disciplines, from industrial to communication design, offering opportunities to impact society positively.

• On the future of the ODC School of Designing: He envisions making Odisha a global design hub, enhancing both the local economy and India’s global standing in the design world.

Recognitions and Achievements

Prof. Choudhury has been honored with numerous awards throughout his career, including:

• India’s Best Design Project Award (twice), by Design India in 2019 and 2023.
• Odisha State Lalit Kala Akademi Award (1985), for his painting, which is part of the Odisha State Museum collection.
• Delhi Advertising Club Award for the Mother Dairy Campaign (1995).
• Gold Medal from Sulekha Ink and Leo Club during his school days.

He has been invited to present design research papers on Odia culture and typography at prestigious international conferences, including ATYPI in Amsterdam, Design Education Conference in Hong Kong, Design Principles and Practices Conference in Chicago, and Typography Day Conference at IIT-Guwahati. He was also invited to conduct a workshop at University of Moratuwa, Colombo.

Conclusion

Prof. Paresh Choudhury’s journey from a fine arts student to a visionary in design education is an inspiring tale of passion, perseverance, and innovation. His contributions to design, both in academia and industry, have left a lasting legacy, particularly in his home state of Odisha. Through his visionary leadership at the ODC School of Design, he continues to inspire the next generation of designers and advocates for the transformative power of design in society.