Communication Design
Design For Books

Inglish Dictionary
Brand: Air India Express
Client: Air India Express
Entrant: Juice (A Division of TBWA India)

Baby Blue Elephant

Entry Title:	Inglish Dictionary
Brand:	Air India Express
Client:	Air India Express
Entrant Company:	Juice (A Division of TBWA India)
Confirm:	We will be sending the Inglish Dictionary in its physical form (book).
Physical media is required for your entry please confirm you will be sending.:	105781
Description:	India is a nation of over a billion people, 22 official languages, and hundreds of regional dialects. India is also the 2nd largest English speaking country in the world, after the US. But English here has never remained 'just English', it's been shaped, stretched, and coloured by the way Indians speak. We call this version of English - Inglish. The Inglish Dictionary is more than a book, it’s a cultural artefact brought alive through design. Every page is wrapped in the vibrant beauty of Sohrai - an indigenous tribal art that symbolises creation and is traditionally passed down from mothers to daughters and painted during sacred gestation months. A fitting parallel as we birth a whole new language. The layout, typography, and illustrations are carefully crafted to echo the eccentricity of the words themselves. The design doesn’t just decorate, it contextualises, celebrates and elevates the unique identity of Indian English expressions. Every spread carries hand-drawn flourishes, earthen hues, and spontaneous line work to mirror the expressive, unpolished charm of Inglish itself. This wasn’t about creating clean or conventional layouts. It was about crafting something that felt spoken, that moved like the language it represents.
Company Credits:	Juice (A Division of TBWA India)
Individual Credits:	Geetanjali Sheel- Client Services Director
Individual Credits:	Russell Barrett- CCEO
Individual Credits:	Jerome Ooi- Chief Creative Experience Officer TBWA Hong Kong
Individual Credits:	Peter Khoury- Chief Creative Officer Asia and Singapore
Individual Credits:	Ruchita Zambre- Creative Head West & Design Director
Individual Credits:	Aniket Mangrulkar- Creative Director
Individual Credits:	Aman Shah- Copywriter
Individual Credits:	Samuel Dias- National Head Studio and Production
Individual Credits:	Sanjay Ghatge- Senior Video Editor
Individual Credits:	Shirin Kekre- Illustrator
Individual Credits:	Pratik Khara- Motion Design Director
Individual Credits:	Arush Dev- Motion Design Director
Individual Credits:	Aniket Malusare- Senior Graphic Designer
Individual Credits:	Rajagopalan Narasimhan- Planning Director
Individual Credits:	Shivani Uniyal- Account Supervisor
Individual Credits:	Siddhartha Butalia- CMO, Air India Express
Individual Credits:	Kishen Ramaswamy- Head - Brand, Social Media, Design and Content, Air India Express
Individual Credits:	Radhika Sen- Sr. Brand Manager, Air India Express