Design > Brand & Identity Experience

THE HINGLISH PROJECT

DDB MUDRA GROUP, Mumbai / MINISTRY OF TOURISM - GOVT. OF INDIA / 2012

Awards:

Gold Cannes Lions
CampaignCampaign(opens in a new tab)

Overview

Credits

Overview

BriefExplanation

5.7 million tourists will visit India this year. The sheer size, diversity, noise, languages and culture can be quite an information overload. Especially in a country that is primarily non-english speaking. The Indian ministry of tourism wanted a way of making India more approachable to tourists.

ClientBriefOrObjective

Tourists are faced with a million signs everywhere, most of which are in Hindi. We decided to demystify it. And have fun while doing so. We created a typeface. A typeface that would make Hindi less intimidating and more approachable and friendly.

Effectiveness

With the Hinglish Project, Incredible India became the only tourism board in the world to help create a typeface for foreigners to familiarize themselves with native language. The website became popular with foreigners and locals alike. Our merchandise got quite a fan following, disappeared in minutes and had to be replenished at regular intervals. We found that unexpectedly it even became a rage with the locals.

Execution

We created a typeface that would make Hindi less intimidating and more friendly.Through this unique fusion-font design, you can tell the phonetic sound of a Hindi character by looking at the corresponding English alphabet superimposed on it. While this font cannot teach you how to read words in Hindi, it demystifies individual letters. Our interactive website allows you to type messages in Hinglish and share it with your friends. You can also download the font here, for free. We created a quickflick-book for easy reference and a series of cool merchandise that was given away at places frequented by foreigners.

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