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NOW IN HARDCOVER

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Industry Advertising agencies, Business equipment & services
Media Print, Magazine & Newspaper
Market India
Agency Leo Burnett Mumbai
Designer Zainab Karachiwala, Nadine Pereira
Released July 2012

Awards

One Show 2012
One Show Self-Promotional / Single or Campaign Merit

Credits & Description

Category: Books
Advertiser: LEO BURNETT
Product/Service: GANDHIJI FONT
Agency: TLG INDIA
Date of First Appearance: Jan 15 2011
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: CD Book - 500 Mailings Distributed - 15/01/2011

Describe the brief from the client
To commemorate the 141st birth anniversary of Mahatma Gandhi, we wanted to spread the values of the Mahatma and make it accessible to the urban youth of the country. This was done to prove that the tenets of love, non-violence and peace that he spoke about, made as much sense in today's times as they did six decades ago.

Describe the challenges and key objectives
After the successful launch of www.gandhijifont.com, we were looking at various ways in which we could take the font offline, to make it more accessible to the general public of the country.

More importantly, we wanted to get thee undivided attention of social leaders, businessmen, corporate stalwarts and politicians - people who are decision makers in their own fields and gift them something exclusive.

Precisely why we decided to create a hard-copy of Gandhijifont and make it available for public reading, given the fact that India is a book-loving country.

Describe how you arrived at the final design
Instead of designing just a simple book, we decided to take it to the next level and make it interactive and fun. Which is why the Gandhijifont book contains everything to attract the readers' attention - from flip art, to rotational devices, to pages-within-pages & much more.

We also enclosed a CD containing Gandhijifont in English & Devanagri scripts, the two most popular languages of India, thereby giving people the opportunity to download the font straight on to their computers without the need for an Internet connection.

Give some indication of how successful the outcome was in the market
The Gandhijifont book was sent out to the stalwarts of society - people who have the power to influence the decisions of their colleagues and employees. What these people did was circulate the book within their companies, families, friends & social circle thereby helping the book to reach out to one and all. With their enthusiasm and patronage, we were able to get even more visitors on www.gandhijifont.com which consequently lead to thousands of more downloads of the font and the Mahatma's famous quotes from the website.