The Inglish Dictionary campaign, by Juice, won Gold in Advertising Copywriting at The Drum Awards by reimagining Indian English with cultural legitimacy, blending lexicography, art, and storytelling to celebrate the dialect's beauty and everyday usage.
The English Dictionary reimagines how we see Indian English, not as broken, but as beautifully our own. The idea was to take a widely spoken yet unofficial dialect and give it the cultural legitimacy of a real dictionary. It crossed conventional boundaries by combining lexicography, cultural insight, and indigenous art into one cohesive piece of design. Each word doesn’t just define, it delights, offering context, emotion, and wit that reflects how India actually speaks.
With vibrant Sohrai-inspired visuals and immersive storytelling, the book captivates readers while giving them permission to express themselves unapologetically.
The writing thrives on wit, warmth, and an unmistakable sense of playfulness. Every definition is more than just a meaning. It’s a moment of recognition, a chuckle, a cultural wink. The copy leans into the absurdities, the peculiarities, and the beauty of how Indians twist, tweak, blend, and reinvent English to fit their lives.
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Each word is presented with its pronunciation, word type, and a definition that goes beyond the literal, diving into its everyday usage in Indian life.
The writing doesn’t just inform, it entertains. And it does so with humor, heart, and a deep cultural awareness that makes every word a celebration of the way we speak.
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