Site Loader
If you are in India, chances are that you would see a lot of hoardings today, and a lot of fanatics shouting slogans for Gandhiji, pretending to be his followers for life, and following his principles. Don’t worry, they are just celebrating a birthday.. In the list of Holidays given, it is called “Gandhi Jayanti” – 136th Birth Anniversary of Mahatma Gandhi
Incidentally, very few of them realize that they have become the brand ambassadors of a long-term marketing campaign for “Brand Gandhi”!
Every year, an attempt is made around this time by many companies to piggyback on this mega-marketing campaign. Most marketers intend to leverage the Brand Image garnered by the Legend, most of which he earned after his lifetime, elevating him to “celebrity” status and trying to cash in on the Recall value associated with him, by co-branding their brands with Brand Gandhi.
But does a simple cut-and-paste job like this always work? Can Mahatma Gandhi brand anything? Even if he can, does it always achieve the intended RoI? Unfortunately, the answer is a dejected NO. Such an effort not only diminishes the Brand Image, but also sometimes, could have legal implications, having high level of sentiments attached to him and his stature he achieved during his lifetime. Many People identify with his values and are reverent towards him. So, anything that goes against it faces a rut of resistance and is loathed by the public.

Having said this, what exactly, can we associate with him? What to Brand and what not to Brand with the “Gandhi” tag?

Before I delve into it, here is a beautiful piece of Advertisement, endorsed by Mahatma Gandhi. Of course, the adjective “beautiful” obviates its Indian origin 🙂
This one is from Italy, and advertises Telecom Italia.
This Ad featured in the EPICA Awards last year (yes, this was the link that triggerred the last post).
I got the link from Ad Saga, when I was searching for Brand Gandhi. Thanks Stephen!

It shows Mahatma Gandhi delivering his speech from his room in India to the rest of the world. Difference?
He is speaking in front of a Web-cam, which is being aired live through different channels across the globe – on mobile phones, Desktops, Laptops, Large Screens; evoking sentiments and spreading this thoughts around, invoking an introspection among the audience…

The tagline reads …
Imagine the World…If he could have communicated like this!
Telecom Italia Communication is Life!

With a nice piece of Italian music in the background, and soft spoken utterances of Mahatma Gandhi, this Ad definitely made its mark in the “Communications Market”.
Great Job Y & R Italia!
Happy Birthday Gandhiji!

3 Replies to “Happy Birthday Gandhiji”

  1. This is just amazing Puru
    The indepth analysis presented with utmost creativity…i guess this is what marketing is all about. Gandhi may not be knowing his brand value, but u certainly made his day…Keep up the good work.

  2. Actually, that’s kind of cool.

    I much prefer the thought of having Ghandi’s image be used to sell the concept of mass communication (even if it’s a front) than selling Pepsi or Mastercard.

    Know what I mean?

Leave a Reply

Your email address will not be published. Required fields are marked *


Perspectives of a Passionate Marketer

Stay uP-dated

 

Books that InsPired me

The Power of Moments: Why Certain Experiences Have Extraordinary Impact
Social Media Success for Every Brand: The Five StoryBrand Pillars That Turn Posts Into Profits
Marketing 4.0: Moving from Traditional to Digital
Body the Greatest Gadget
Social Media Tips and Tricks
The CEO Factory: Management Lessons from Hindustan Unilever
Don't Reply All: 18 Email Tactics That Help You Write Better Emails and Improve Communication with Your Team
Indistractable: How to Control Your Attention and Choose Your Life
The Monkey Theory: Conquer Your Mental Chatter
Bad Blood: Secrets and Lies in a Silicon Valley Startup
Everyday People: Tales of people you know
Sinbad The Sailor' Story: Story Of Eklavya
CRACKING THE CODE:MY JOURNEY IN BOLLYWOOD
Don't Startup : What No One Tells You about Starting Your Own Business
Canon DSLRs For Beginners
Rework
Early Indians: The Story of Our Ancestors and Where We Came From
How Brands Grow: What Marketers Don't Know


Puru Gupta's favorite books »

2020 Reading Challenge

2020 Reading Challenge
Puru has read 14 books toward his goal of 50 books.
hide

Archives

Categories