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Now, Gandhi in Swisscom advertisement campaign
Now, Gandhi in Swisscom advertisement campaign
http://timesofindia.indiatimes.com/India/Now-Gandhi-in-Swisscom-adv...
The Times of India Sat, 03 Jul 2010
AHMEDABAD: After Mont Blanc limited edition pens with an engraving of Mahatma Gandhi courted controversy, a Swiss telecom major is now treading a similar path. Swisscom is using Gandhi in an advertisement campaign for Blackberry on its phones.
In the ad, Gandhi's picture appears followed by, "Das Gute zu verbreiten, war noch nie so einfach (To spread the good, was never so easy)''. The ad next says, "Die ganze Welt der Apps, jetzt auf Ihrem BlackBerry'', that is, "The whole world of apps, now on your BlackBerry''.
These are posters put up on most Swisscom telephone booths across Switzerland. "Swisscom or any other telecom giant, would never dare to sell Gandhi in this way in India. Why should it be tolerated elsewhere? This ad campaign is a callous, pathetic and gross manipulation of Gandhi's message and legacy. It must not go unnoticed,'' an NRI from Switzerland wrote to TOI.
According to a Google Insight research a year ago, Gandhi is still the father of all brands in India. His image is used across the globe, politically as well as by corporates, to draw the common man's attention.
Brand Gandhi is still the most powerful Indian icon celebrated globally. International leaders, from Martin Luther King Jr to Barack Obama, have all used Brand Gandhi to reach out to the masses.
Before Swisscom, Italy's largest telecom company Telecom Italia, used Gandhi in its 2005 campaign which was a success and also won several awards.
http://timesofindia.indiatimes.com/India/Now-Gandhi-in-Swisscom-adv...
The Times of India Sat, 03 Jul 2010
AHMEDABAD: After Mont Blanc limited edition pens with an engraving of Mahatma Gandhi courted controversy, a Swiss telecom major is now treading a similar path. Swisscom is using Gandhi in an advertisement campaign for Blackberry on its phones.
In the ad, Gandhi's picture appears followed by, "Das Gute zu verbreiten, war noch nie so einfach (To spread the good, was never so easy)''. The ad next says, "Die ganze Welt der Apps, jetzt auf Ihrem BlackBerry'', that is, "The whole world of apps, now on your BlackBerry''.
These are posters put up on most Swisscom telephone booths across Switzerland. "Swisscom or any other telecom giant, would never dare to sell Gandhi in this way in India. Why should it be tolerated elsewhere? This ad campaign is a callous, pathetic and gross manipulation of Gandhi's message and legacy. It must not go unnoticed,'' an NRI from Switzerland wrote to TOI.
According to a Google Insight research a year ago, Gandhi is still the father of all brands in India. His image is used across the globe, politically as well as by corporates, to draw the common man's attention.
Brand Gandhi is still the most powerful Indian icon celebrated globally. International leaders, from Martin Luther King Jr to Barack Obama, have all used Brand Gandhi to reach out to the masses.
Before Swisscom, Italy's largest telecom company Telecom Italia, used Gandhi in its 2005 campaign which was a success and also won several awards.
Replies to This Discussion
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Permalink Reply by Aunty Kamala on -
Its hard to know what to say to this. It makes me question. Do we think of the ideals when we see the image? If so, then using the image may not be so dispicable. I have seen people with a cut-out of Gandhi's face from a packet of nibbles. Definitely they were motivated to buy the brand because of the face of Gandhi and what that face represents to them...
Or - Do we lessen our focus on the ideals, seeing the image used like this, and harbor ironic and sarcastic feelings? Does the use of Gandhi's image like this mean that the company stands by his ideals?
We can't consume Gandhi's ideals with our physical senses, only with our ethical ones.
I feel it is ultimately confusing for the consumer, and disrespectful to the ideals and therefore, to the man.
We must also ask ourselves honestly how many intellectuals also use Gandhi's name and ideals to further less noble ends? To create a lifestyle?
Perhaps there is some benefit to remind people that there was a person who stood for real ideals, however, to see Gandhi's image used in this way feels very distasteful to me, and rather sad. He never even wanted electricity in his ashrams, although he knew it was inevitable - he wanted to try to do without it as long as possible. There life is possible, without all these things.
I cannot feel that he would be supporting of the cell phone industry in any way, although he was not against useful and meaningful technology. And I think to imply that he is, is to represent him, and to use him dishonestly. The negatives of the cell phone technology cannot be denied, despite company efforts to obscure and confuse the public perceptions of scientific research data.
What to say, though, he is on every piece of paper money here in India, as is Lincoln on the $5 bill in the US....
What do others think?
Aunty Kamala -
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Permalink Reply by T.K.PARTHASARATHY on -
It is a disgrace that the name Gandhi is misused for commercial purpose.I am happy at least it is misused for promotion to in telecommunication sector-but not for other prohibited goods!
In India itself the tag Gandhi goes well with the name of bigwigs even though they do not belong to Gandhi clan and is able rule the nation with remote control.
T K Parthasarathy -
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