'Mahatma' Pens

Just in time for Gandhi Jayanti in year 2009, the Mahatma was projected as a poster boy for an international brand. Gandhiji's picture was engraved on a luxury pen, priced at Rs 11-lakh. Inspired by his 241 Mile Dandi March, the Montblanc collection had only 241 pieces available worldwide. "We were launching our limited edition pen and we thought who better than Gandhiji as a global icon to communicate to the world the values of our company," said Lutz Bethge, CEO, Montblanc. The 18 K gold, rhodium-plated nibs had an intricate hand-engraved depiction of Gandhi setting off on the momentous salt march of July 1930.

Gandhiji's image on hoardings for the pen conveyed the message that the pen is mightier than the sword. The promotions created furor among various quarters. Many objected to the name of Gandhi being used to sell an item like a luxury pen, when he himself never lived in luxury, shunned wastage and excesses and used cheap pencils. Being made the brand ambassador of a luxurious brand was seen as a far cry from the high priest of khadi, who stood for simple living, high thinking.

The irony was sidelined by his great grandson Tushar Gandhi, who was present at the launch of the brand to accept a Rs 72-lakh donation to the Mahatma Gandhi Foundation. "This is not a brand of guns or alcohol. It's a pen which Gandhiji always associated with, it was his greatest tool. Also the donation is for an Indian trust, which is for the good of the society," he said.

The Supreme Court too has sought a response of the Centre and the international luxury giant on a PIL seeking to restrain the "misuse" of the picture and name of Mahatma Gandhi for commercial purposes. "It concerns national pride and the honour of the country. The very act is breaching the fundamental right of every citizen... the right to live with pride dignity and honour as enshrined in the Constitution," the petition said. "This company is using his greatness for its selfish gains. What they are doing now is nothing charitable but only for commercial gains. For the sake of money, the company has involved Mahatma Gandhi Foundation governed by people with self interest," it added.

From 'Apple' in America to 'Telecom Italia' in Europe, Gandhiji has been used as a global ambassador for various international names. There are commercials that have gone ahead and grabbed prestigious awards. Commenting on the use of Gandhi as a brand ambassador, Sumanto Chattopadhyay, Creative Director, O&M says, ''Every time you go abroad and say you are an Indian, Gandhiji is someone people immediately associate with. And that clearly shows his brand value and impact of his ideas on the world.'' The conglomerates' fascination with Father of the Nation may also be explained through what Salman Rushdie wrote about Richard Attenborough's film on the Mahatma: "…Rich men, like emperors, have always had a weakness for tame holy men, for saints."