Leo Burnett Promo GANDHIJIFONT - VISIONS IN TYPOGRAPHY by Leo Burnett Mumbai

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GANDHIJIFONT - VISIONS IN TYPOGRAPHY

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Industry Advertising agencies, Business equipment & services
Media Promo & PR
Market India
Agency Leo Burnett Mumbai
Creative Director Payal Juthani
Designer Zainab Karachiwala, Nadine Pereira
Released January 2011

Credits & Description

Category: Corporate Image & Information
Advertiser: LEO BURNETT
Product/Service: TYPE FONT
Agency: LEO BURNETT INDIA
Date of First Appearance: Jan 30 2011
Entrant Company: LEO BURNETT INDIA, Mumbai, INDIA
Entry URL: www.gandhijifont.com
National Creative Director: K V Sridhar (Leo Burnett)
Creative Director: Payal Juthani (Leo Burnett)
Designer: Nadine Pereira (Leo Burnett)
Designer: Zainab Karachiwala (Leo Burnett)
Creative Consultant/Copywriter: Sachin Kamath (Leo Burnett)
Director of Events & Public Relations: Seema Sood (Leo Burnett)
Account Director: Ankur Mitra (Leo Burnett)
Head of Production Events & Public Relations: Farhad Katgara (Leo Burnett)
Media placement: Temporary Exihibition - Marine Drive - 30/01/2011

Describe the objective of the promotion.
Gandhijifont was created with the sole purpose of bringing alive Mahatma Gandhi's teachings and making it relevant to the urban youth.

Our aim was to prove that even in today's fast-paced, technologically-driven world, the Mahatma's teachings of peace, non-violence and the love for your fellow man were still as relevant in today's day and age as they were a century ago.

Describe how the promotion developed from concept to implementation.
After designing Gandhijifont in the ten often-used languages of India, we put it up for free download on the website www.gandhijifont.com, along with numerous quotations from Mahatma Gandhi himself.

To popularise the font even further, we started a contest and invited three of the city's biggest and best art colleges - J J School of Art, Rachana Sansad and Sophia Polytechnic - and asked the students to create their own version of Mahatma Gandhi's vision using just the font.

The artworks were displayed at an exhibition at Marine Drive and was judged by Krishnamachari Bose - world famous artist and curator.

Explain why the method of promotion was most relevant to the product or service.
The promotional strategy was to establish a connection between the applicability of the concept and the youth.

The relevance was brought in through the exhibition which was put up using artworks made by young artists who painted the Mahatma's vision using just the fonts. The popularity soared, especially during the exhibition with hundreds of hits and downloads from the site and more people joining the Gandhiji Font groups on social networking sites.

Hence the platforms that we used complimented the purpose of popularising the fonts, and also making it easy for the youngsters to use and share them.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The promotion got an overwhelming response on two folds. Firstly from the young artists from whom we got over 500 responses, which ranged from conventional paintings and sculptures to apparel and accessory designs.

Of these, we displayed 150 pieces at an open exhibition which got around 8,000-9,000 footfalls over 3 days and over 3,000 entries in the visitors book that was kept at the exhibition.

Secondly, this had a direct impact on the site www.gandhijifont.com and resulted in a 120% increase in the number of hits and a 60% increase in the number of font downloads.