Lawyer to some; leader to others. Beacon to some; bugbear to others. He was many things to many people. Apostle of peace and non-violence, and father of the nation, Mohandas Karamchand Gandhi was also a triumph of branding. As Sarojini Naidu famously said, it took a lot of money to keep Gandhi poor.
On media circus, Tom Tom writes:
“The truth is he wasn’t just some sappy dude who sat around all day smiling. He was a sharp lawyer who had a mind for smart communication. He was non-violent, but not passive. He devastated an empire by taking residence in people’s minds.
“He knew how the media worked and how to get attention. He spread his message by causing peaceful civil disobedience that got talked about in international press and word of mouth. That’s the power of a story worth discussing.
“His famous salt march was done explicitly to get noticed. He made a small batch of salt, which was illegal for him to do under British rule. The salt he made wasn’t worth much, but the press couldn’t help but write about his defiance.”
Was he, all things considered, also the greatest advertising guru of his time, and ours? A man who preceded image consultants, brand managers, public relations?
Read the full article: What Gandhi can teach us about advertising
Photo illustration: courtesy Media Circus