| Title | GANDHIJIFONT.COM |
| Brand | LEO BURNETT |
| Product / Service | GANDHIJI FONT |
| Category | A07. Best Use of Digital Media in Online Advertising |
| 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 | Creative Consultant - Copy |
| Seema Sood | Leo Burnett | Director - Events & PR |
| Ankur Mitra | Leo Burnett | Account Director |
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 grand daughter 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.
Considering the insight, 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. Which is why, we designed the Gandhijifont, by incorporating Mahatma Gandhi's 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. The fonts were available for free download on the website.
The purpose of the intiative was to make the Mahatma Gandhi's vision of love and peace relevant and attractive to the urban youth of the country. The thought 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. 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.