The recent launch of $25,000 limited edition pen from German pen maker Montblanc to mark the 140th anniversary of Mahatma Gandhi's birth did not go well with many Indian citizens.
Can Mahatma Gandhi be used as a marketing machine? Economic Times has a very interesting article, written by Vikram Doctor.
"Gandhi differentiated his appeal from other leaders, using ways of operation (fasts, silent days) that were uniquely his own and developed a unique visual identity. By wearing his dhoti and shawls even in the cold of England, Gandhi demonstrated the importance of brand consistency , even at the risk of his own inconvenience."
Click on the link below for the article......
Can the Mahatma be used as a marketing machine?
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