
I came across this advertisement yesterday in a leading Indian newspaper. Gandhi’s picture does get immediate eyeballs.
I couldn’t help taking a good look at fine print starting with a quote of Gandhi. Then Mont Blanc paying tribute to “the man whose words had the power to move the masses and the soul”. And then announcing the “Mahatma Gandhi Limited edition.- White lacquered surface reflecting cotton texture, 925 sterling silver mounting on cap and cone shaped to resemble a (hold your breath) roughly-wound yarn on a spindle. ….. with Gandhi’s image”
Words like ‘cotton, ‘yarn’ spindle’ have been integrated within the ad copy.
I was in total disbelief.
This $25k pen is being promoted in the name of Gandhi who idolized simple living and launched a movement during Indian’s independence struggle to boycott all foreign products.
A news report states that each of this limited edition pens “comes with an eight-metre golden thread that can be wound around the pen, representing the spindle and cotton that Gandhi used to weave simple cloth”
I also came across justifications by Lutz Bethge, CEO of Mont Blanc, that this pen is intended to honour Gandhi and he “wouldn’t have thought that people would have reacted negatively”.. The company has also given $145k to Gandhi Foundation headed by grandson of Gandhi. Well done.
What a great Tribute, Lutz!
Well, Lutz here is a simple question for you – “How much would you have paid to get an A-list celebrity to endorse a pen worth $25k”.
Father of India -Gandhi- comes free.
P.S.- 7.48PM IST, New Delhi
Seems I am not the only one pained by this blatant commercial misuse of Gandhi’s name. Since publishing above post this morning, came across the following:
Posted by Sanjay Goyal 