| Title | FROM CREATION TO PROPAGATION |
| Brand | GANDHIJFONT |
| Product / Service | WWW.GANDHIJIFONT.COM |
| Entrant | LEO BURNETT INDIA Mumbai, INDIA |
| Entrant Company: | LEO BURNETT INDIA Mumbai, INDIA |
| Advertising Agency: | LEO BURNETT INDIA Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| K V Sridhar | Leo Burnett | National Creative Director |
| Payal Juthani | Leo Burnett | Creative Director - Design |
| Nadine Pereira | Leo Burnett | Designer |
| Zainab Karachiwala | Leo Burnett | Designer |
| Sachin Kamath | Leo Burnett | Copywriter |
| Anirban Sanyal | Leo Burnett | Copywriter |
| Seema Sood | Leo Burnett | Director - Events/PR |
| Farhad Katgara | Leo Burnett | Head - Production Events/PR |
To propagate the values of M.K.Gandhi, we designed a font inspired by his iconic spectacles. To make it relevant to a country where more than one language is prevalent, the font was designed in 11 different Indian languages. Through this font we wanted people to remember the teachings and values of Mahatma Gandhi. We wanted all those who communicated the spirit of his teachings to use this font in their communication since the font itself is an interpretation of his values.
The font was unveiled by the Vice-President of India and promoted by anti-corruption public figures like Anna Hazare. The font was also endorsed by the grandchildren of the Mahatma. Tweets and Facebook appreciation flowed in from across the world. More than a hundred thousand visitors thronged the exhibition and the media covered it extensively. Website downloads numbered in the hundreds of thousands. Commemorative ads on the occasion of Gandhiji's birthday saw the font used in the ads carried by leading newspapers in the country. Thousands of people used the postcard application on the site to send inspirational messages to their loved ones. But the process is far from over for we are seeing the proliferation of the font gather greater numbers as time passes.
The font was first unveiled in the digital sphere through our website - www.gandhijifont.com. We next took it to social network sites like Facebook with interactive applications that allowed users to use the font in their messages. Students from the leading art colleges were invited to create their own interpretations of his values using the font which were then showcased in an open exhibition in the streets of Bombay, where the font caught the attention of millions. The Gandhijifont Hardcover Book was developed to capture the imagination of opinion leaders in the country. We promoted the font internationally during a community walkathon in San Jose, California called Sevathon 2011 through special caps and t-shirts. We created a lifesize 3D installation in public places to interact with all those who walked in.