86343601-F551-413A-A2C5-4C91B1960AAF Created with sketchtool. D1681562-9B56-4AA3-A659-E4329F356674 Created with sketchtool. 934F8DA0-9E27-42BD-8CE3-D245838B7017 Created with sketchtool. ABBF01E5-99A9-4F8E-A5B6-D8D0DFCAA1DF Created with sketchtool. 52B86ADF-15D7-4BEB-87CA-3619D1900DF7 Created with sketchtool. 7589DD6C-9BE1-49A5-8D68-4F50FBA8B794 Created with sketchtool. close button Created with Sketch. 6BB0D236-0C4D-43DD-9499-76C2156B2D45 Created with sketchtool. 2C0B0BEE-6DF1-41ED-96BE-B08D012E4E7E Created with sketchtool. 0C8DBC52-E08E-4F0A-AE54-AE9BB73113CC Created with sketchtool. instagram Created with Sketch. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. C9FD7B3E-0845-41B2-ACCB-6714158590FB Created with sketchtool. 9390E317-BF7B-47ED-B954-052183D5FB1C Created with sketchtool. 33AF606F-4AB8-48BF-88F5-131EAFCB6433 Created with sketchtool. 8318C22D-D94B-44A9-AB45-C1392FAA4A70 Created with sketchtool. 61A8DE16-3685-4C96-8420-67656881EA29 Created with sketchtool. D1CB3555-9A1D-4970-80EF-E3ABD5BACF7D Created with sketchtool. F80B5C4D-057D-4477-AF86-E46BC62AC7A4 Created with sketchtool. Search icon Created with Sketch. A3C99BA3-E981-44D5-BCA9-B1C8A5D09E36 Created with sketchtool. BC8D40A0-6611-4C38-8AD4-8E2D17FA6DC3 Created with sketchtool.
Festival of Creativity
26 - 28 September 2018




Silver Spike

The Flash Media Player is required to view this content.

CategoryA10. Typography
Entrant Company:LEO BURNETT INDIA Mumbai, INDIA
Design/Advertising Agency:LEO BURNETT INDIA Mumbai, INDIA
Name Company Position
KV Sridhar Leo Burnett National Creative Director
Payal Juthani Leo Burnett Creative Director
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

Brief Explanation

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. Considering which, 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.

Describe the brief from the client:

The purpose was to make the Mahatma Gandhi's vision of love and peace relevant and attractive to the urban youth of the country. The thought behind the initiative 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.

Description of how you arrived at the final design:

Mahatma Gandhi's spectacles are not only representative of him but also his vision of a peaceful world that he saw through them. Which is why, we designed the Gandhijifont in Devanagari, by incorporating his glasses subtly in each letter. 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.

Indication of how successful the outcome was in the market:

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.