Have you ever imagined pub hoppers creating a font? Can the Queen’s English be given a King-sized expression? For the first time ever and as a build up to the recently concluded 9th edition of Kingfisher Premium - The Great Indian Octoberfest 2013, the brand came up with a specially designed font called Kinglish – the world’s first crowd sourced font. Created by JWT Bangalore and King of Good Times, Kingfisher, the whole new font was contributed by none other than the party animals.
Kingfisher Premium saw the opportunity for the foamy brew of youth culture to speak in a lingo of its own. The beer brand hit the most happening watering holes in Bangalore and challenged the patrons there to spell a whole new language. Kingfisher invited its fans to put their beer to work and decipher a whole new language, beer by beer, stain after stain, letter by letter.
A whole new font was made entirely by crowd sourced beer mug and beer can impressions from thousands of party people. The beer-induced parlance was then taken to the design studio. Hundreds of expressions for each letter were examined, instagramed, tweeted, shared, and curved until the perfect alphabet screamed beer from every angle. And that’s how the Queen’s English got a king size font! The team is planning to carry on creating and crafting this youth language at various youth festivals, music festivals and Kingfisher events across the country, throughout this year, until the festive season is over.
Watch the making of Kinglish here...
On the idea behind this initiative, Samar Singh Sheikhawat, Senior VP Marketing, United Breweries said, “Beer has always been the centre of gravity in Bangalore. The unique pub culture in Bangalore had the potential to embrace its own language created by its own people. This is the primary reason why India’s iconic beer, Kingfisher Premium, saw the opportunity for this foamy brew of youth culture to speak in a lingo of its own; and speak it did in a way only the King of Good Times can. Using beer stains ink and beer bottles and mugs as pens or paint brushes and coasters and table mats and graffiti walls as the medium, a whole new youth-expression was transformed into the ‘English Alphabet’. It was then time for the Queen’s English to embrace a ‘King Size Font’.”
“The biggest challenge we had anticipated was to communicate to people about what they are contributing for. But to our surprise, the execution of the whole thought made it so very engaging that consumers were more than happy to participate and provide the customised beer impressions, making their own letters and adding to the overall fun. This was further accentuated with canvas set-ups during the Kingfisher Premium – The Great Indian Octoberfest ’13, where consumers even went a step ahead and shared their favourite messages written in Kinglish,” he added.
The activations done across the pub city have generated a good response so far. This activation by Kingfisher is seen as a game-changer for the brand if it is promoted across various platforms. The only challenge for the brand is to keep this unofficial dialect alive for beer guzzlers around the world.