THE HINGLISH PROJECT by DDB Mudra Group Mumbai for Ministry Of Tourism, Government Of India

THE HINGLISH PROJECT

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Industry Government & Other Authorities
Media Design & Branding, Case study
Market India
Agency DDB Mudra Group Mumbai
Director Warren Pereira
Chief Creative Officer Sonal Dabral
Executive Creative Director Louella Rebello
Released June 2012

Awards

Cannes Lions 2012
Design Lions Design Typography Bronze

Credits & Description

Type of entry: Graphic Design & Design Crafts
Category: Design Typography
Advertiser: MINISTRY OF TOURISM - GOVERNMENT OF INDIA
Product/Service: INCREDIBLE INDIA
Agency: DDB MUDRA GROUP Mumbai, INDIA
Advertiser MINISTRY OF TOURISM - GOVERNMENT OF INDIA
Product INCREDIBLE INDIA
Entrant DDB MUDRA GROUP Mumbai, INDIA
Type of Entry: Graphic Design & Design Crafts
Category: Design Typography
Title: THE HINGLISH PROJECT
Advertiser/Client: MINISTRY OF TOURISM - GOVERNMENT OF INDIA
Product/Service: INCREDIBLE INDIA
Entrant Company: DDB MUDRA GROUP Mumbai, INDIA
DM/Advertising Agency: DDB MUDRA GROUP Mumbai, INDIA

Chairman And Chief Creative Officer: Sonal Dabral (DDB Mudra Group)
Chief Operations Officer: Pratap Bose (DDB Mudra Group)
Executive Creative Director: Louella Rebello (DDB Mudra Group)
Associate Creative Director - Copy: Shirin Johari (DDB Mudra Group)
Associate Creative Director - Art: Shirin Johari (DDB Mudra Group)
Agency Producer: Michael Remedios (DDB Mudra Group)
Director: Warren Pereira (W Films)
Zonal Activation Manager: Amit Dubey (DDB Mudra Group)

Brief Explanation
Tourists are faced with a million signs everywhere, most of which are in Hindi. We decided to demystify it. And have fun while doing so. We created a typeface. A typeface that would make Hindi less intimidating and more approachable and friendly.

Describe the brief from the client
5.7 million tourists will visit India this year. The sheer size, diversity, noise, languages and culture can be quite an information overload. Especially in a country that is primarily non-english speaking. The Indian ministry of tourism wanted a way of making India more approachable to tourists.




Describe the creative solution to the brief/objective.



We created a typeface that would make Hindi less intimidating and more friendly.Through this unique fusion-font design, you can tell the phonetic sound of a Hindi character by looking at the corresponding English alphabet superimposed on it. While this font cannot teach you how to read words in Hindi, it demystifies individual letters. Our interactive website allows you to type messages in Hinglish and share it with your friends. You can also download the font here, for free. We created a quickflick-book for easy reference and a series of cool merchandise that was given away at places frequented by foreigners.




Describe the results in as much detail as possible.



With the Hinglish Project, Incredible India became the only tourism board in the world to help create a typeface for foreigners to familiarize themselves with native language. The website became popular with foreigners and locals alike. Our merchandise got quite a fan following, disappeared in minutes and had to be replenished at regular intervals. We found that unexpectedly it even became a rage with the locals.