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How to make a font? Start with chilled beer

Kingfisher Premium introduces what it claims to be world's first crowdsourced English font.

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Flagship brand from The United Breweries Group, Kingfisher Premium, has taken the concept of crowd sourcing to new dimension by getting its customers to create a font, called Kinglish. The font was launched at the Great Indian October Fest 2013 and Kingfisher claims it to be the world’s first crowd sourced English font.

Kinglish was derived out of impressions made on blotting coasters with beer mugs, beer bottles and beer cans by thousands of pub hoppers in the city. Letters created out of these impressions were crafted out to make the new font.

The company hit the pubs of Bangalore with posters, blotting coasters, mugs and pitchers and engaged their beer-loving customers to stain the coasters in a way that would resemble letters. The impressions so collected were taken to a design studio where the impressions were examined and shared on social media after which the font was created.

The campaign was one of the brand’s several initiatives through which it seeks to engage with its audience.

“Bangalore has a rich culture of drinking beer and Kingfisher has been a dominant beer brand here,” Samar Singh Shekawat, senior vice-president of United Breweries said, explaining the rationale for choosing Bangalore for this drive.

“The city has enthusiastic, broad minded, IT savvy, tech-smart people who are in tune with the times and have a high penetration of social media. With the festive season coming in, Bangalore seems to be the right mix,” he added.

According to Shekawat, crowd sourcing is one of the best ways to engage the target audience directly. “The brand plans to expand this drive to other parts of the country as it is potentially the single biggest consumer movement,” he said.

What is crowd- sourcing?
Crowdsourcing is a practice in which contributions are solicited from a large group of people from the community. From raising funds to sharing ideas, this method is gaining popularity by combining the efforts of self-identified volunteers. Kingfisher, however, used this method to get its customers to create a font, as part of its brand promotion activities.

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