ENGLISH SCRIPT by Leo Burnett Mumbai for Leo Burnett

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market India
Agency Leo Burnett Mumbai
Designer Zainab Karachiwala, Nadine Pereira
Released October 2010

Credits & Description

Category: Design Typography
Advertiser: LEO BURNETT
Product/Service: GANDHIJI FONT
Agency: TLG INDIA
Date of First Appearance: Oct 2 2010
Entrant Company: TLG INDIA, Mumbai, INDIA
Entry URL: www.gandhijifont.com
National Creative Director: K V Sridhar (Leo Burnett)
Creative Director - Design: Payal Juthani (Leo Burnett)
Designer: Nadine Pereira (Leo Burnett)
Designer: Zainab Karachiwala (Leo Burnett)
Creative Consultant - Copy: Sachin Kamath (Leo Burnett)
Director - Events & PR: Seema Sood (Leo Burnett)
Account Director: Ankur Mitra (Leo Burnett)
Media placement: Presentation Board - Internet & Social Network Sites - 2/10/2010

Describe the brief from the client
The purpose was to make the Mahatma Gandhi's vision of love and peace relevant and attractive to the urban youth of the country. The thought behind the initiative was to create something that is interesting for the web-savvy youth. Considering the digital age that we live in, the life of the youth revolves heavily around the use of the Internet and computers, be it for education, profession or entertainment. Hence we had to come up with an idea that was interactive and shareable to relate to his online behaviour.

Describe the challenges and key objectives
Decades ago, Mahatma Gandhi taught us the values of truth and non-violence. However considering the social upheavals in today’s times, they probably seem more relevant in the current day and age. Considering which, we had to create a medium to reinstate the Mahatma’s vision of love and peace among the youth of the country and thereby inspire them to look at the world through the vision of the Mahatma. The fonts act as a medium of expression that the youth can use, not only to follow the Mahatma’s vision but also to start a revolution of their own.

Describe how you arrived at the final design
Mahatma Gandhi’s spectacles are not only representative of him but also his vision of a peaceful world that he saw through them. Which is why, we designed the Gandhijifont, by incorporating his glasses subtly in each letter across all the ten major languages of India.

Our aim was to get the digitized fonts to act as a new tool of expression for the youth in today’s digital world.

The website was aptly launched on 2nd of October 2010 to commemorate the 141st birth anniversary of the Mahatma.

Give some indication of how successful the outcome was in the market
The launch of Gandhijifont was covered by all the leading publications and channels in the country. Due to this media buzz, the website saw over 2,000 hits on the day of launch. There were more than 500 name plates and postcards generated through an online application on the website.

Shrimati Tara Gandhi Bhattacharya, the Mahatma's granddaughter and Vice Chairman of Gandhi Samriti Trust unveiled the font to the Vice President of India, His Excellency Shri Hamid Ansari. The font has also been presented to the ambassador of love and peace - Shri Rajmohan Gandhi, grandson of the Mahatma.