The Brief

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 & 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 & curator.

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 & sculptures to apparel and accessory designs. Of these, we displayed 150 pieces at an open exhibition which got around 80000-90000 footfalls over 3 days and over 10000 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 120% increase in the number of hits and 60% increase in the number of font downloads

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 popularizing the fonts and also making it easy for the youngsters to use and share them.