Exhibition of "Gandhiji font typography', an initiative by Leo Burnett

To mark the occasion of Gandhiji's 63rd death anniversary this year, young artistes from 4 reputed schools of art in Mumbai engaged over a lakh of Mumbaikars in hundreds of art-works created by them. A three day exhibition of "Gandhiji font typography' was held at the waterfront of Marine Drive from Jan. 29 to 31, 2011. The exhibition was an initiative by Leo Burnett inviting participation from scores of students from Sir J J School of Arts, Rachana Sansad Academy of Fine Arts and Craft, Rachana Sansad College of Applied Arts and Sophia's Polytechnic Department of Applied Art.

The objective enthused Mumbai's youth to interact with the Gandhiji font, recently created and launched by the Leo Burnett, Mumbai team. The typography created by the agency formed a base for each of the 200 art and artefact pieces designed to salute and promote the spirit of Gandhigiri amongst Mumbaikars.

The exhibition showcased products ranging from statues, paintings, home linen, wall clocks, postcards, envelopes to t-shirts, caps, garments, accessories and footwear. Four best creations were judged by the famed artist and curator Krishnamachari Bose.

K V Sridhar, National Creative Director, Leo Burnett said; "I was overwhelmed to experience the wave of enthusiasm towards the Gandhiji font amongst the student community in various art colleges of our city. The students innovatively used the font to create paintings and artefacts of interest. The exhibition gave Mumbaikars a platform to see things in a different light and also talk about the transition from dadagiri to Gandhigiri.'

Payal Juthani, Creative Director & designer of the font said; "We have chosen digital as the primary medium so that it holds relevance to youngsters. Plans are underway to develop the font in 16 major Indian languages and also in several International languages.'

Zubeda Gunja, a visitor to the exhibition said; "It is something very unique. And many such ideas should be presented to today's generation so that people across the globe understand Gandhian philosophy better.' While Poonam Sharma, a freelance designer said, the exhibition was a great eye-opener for the aam janta'. Shubhangi Dave, another said; It is like showing a mirror to the new generation of what we are and what we need to practice and take pride in.'

The movement started propagating and inspiring the vision of Gandhiji amongst youngsters to revive the Gandhian ideology. The exhibition was an effort to make people interact with the font. Extending the typography to all important Indian & International languages will help Gandhism become an integral part of our thought process and to weave it into our social fabric.