The Brief

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

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 young 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.

Results

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. The book was also shared with prominent young Indian politicians who through their social channels and mouthpieces helped spread the Mahatma's message. With their enthusiasm and patronage, we were able to get even more visitors on www.gandhijifont.com which consequently lead to over 150,000 clicks and over 21,500 downloads of the font and the Mahatma's famous quotes from the website.