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.

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, by incorporating his 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 Gandhijifont book was sent out to the stalwarts of society - people who have the power to influence the decisions of their colleagues and employees. What these people did was circulate the book within their companies, families, friends & social circle thereby helping the book to reach out to one and all. The book was also shared with prominent young Indian politicians who through their social channels and mouthpieces helped spread the Mahatma’s message. With their enthusiasm and patronage, we were able to get even more visitors on the website which consequently lead to over 150,000 clicks and over 21,500 downloads of the font and the Mahatma's famous quotes from the website.