Result: some iconic men & women are being brought back to life, say Sray Agarwal & Gyanendra Kashyap
IIPM: An intriguing story of growth and envy
Can you spot the similarity between Hamburg-based penmaker Mont Blanc and Bollywood flick Lage Raho Munnabhai? Nah... no product placements by the former in the latter; instead, the fact, that both have used Mahatma Gandhi’s imagary – albeit in different ways – to attract eyeballs. Not only did Lage Raho Munnabhai’s promos actively prop up Gandhi’s images in the backdrop, even the storyline incorporated Gandhi and his non-violence credo to successfully ring in the moolah at the box office. This Munnabhai sequel was an instant hit.
Similarly, to cosy up with the Indian audience, German pen maker Mont Blanc launched a gold nib plated pen costing a mind-boggling Rs.1.4 million on bapu’s 140th birth anniversary in 2009. The ostentatious effort was to commemorate Gandhi’s historic salt march, but market watchers claim that since Mahatma Gandhi has been also associated with literary achievements, the freedom fighter’s sheen will rub off on Mont Blanc and improve the luxury writing instrument’s standing among India’s discerning target segment. Reportedly, Gandhi’s great-grandson Tushar Gandhi has even endorsed the idea. As a thank you, Tushar’s charitable foundation has already received a donation of $145,000 from Mont Blanc and will receive between $200 and $1,000 for each pen sold.
Aditi Agarwal of Ghalla Bhansali Stock Brokers (they’ve recently released a report titled ‘Marketing the Mahatma’), however, takes exception to such marketing moves. “It’s indeed ironical, that Mahatma Gandhi who was considered as an epitome of austerity is being misused by business barons to make money. Marketing and publicity is vital in today’s tough competition, but to what extent? All efforts need to be taken to protect the legacy that Gandhi has left behind,” she argues vehemently.
But, Mont Blanc and Munnabhai are not alone in having made use of Mahatma Gandhi’s name to sell their wares. The list is long. Be it Apple, Telecom Italia, Martin Luther King Jr., Raj Kumar Hirani, or even the American President Barack Obama, all have used Brand Gandhi to break the clutter and reach out to their respective target segments. Leaving aside the hullabaloo of shocked critics and their lengthy petitions to correct the trend, here’s the moot question. What sense does it make to bring back a popular icon from history? Does using the Mahatma as your brand endorsers work better or should marketers settle for current mass icons like Big B, Tendulkar or even couples like Pataudi & Sharmila Tagore?
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here
Outlook Magazine's B School Ranking Scam Exposed
Don't trust the Indian Media!
IIPM exposes Career 360 and Mahesh Peri scam
IIPM - We will change your outlook : Career 360 and Mahesh Peri scam is exposed
Prof Arindam Chaudhuri of IIPM on MF HUSAIN
IIPM Related Links
IIPM ISBE Programmes
Follow Arindam Chaudhuri on Twitter
IIPM B School on Twitter
Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri
IIPM: An intriguing story of growth and envy
Can you spot the similarity between Hamburg-based penmaker Mont Blanc and Bollywood flick Lage Raho Munnabhai? Nah... no product placements by the former in the latter; instead, the fact, that both have used Mahatma Gandhi’s imagary – albeit in different ways – to attract eyeballs. Not only did Lage Raho Munnabhai’s promos actively prop up Gandhi’s images in the backdrop, even the storyline incorporated Gandhi and his non-violence credo to successfully ring in the moolah at the box office. This Munnabhai sequel was an instant hit.
Similarly, to cosy up with the Indian audience, German pen maker Mont Blanc launched a gold nib plated pen costing a mind-boggling Rs.1.4 million on bapu’s 140th birth anniversary in 2009. The ostentatious effort was to commemorate Gandhi’s historic salt march, but market watchers claim that since Mahatma Gandhi has been also associated with literary achievements, the freedom fighter’s sheen will rub off on Mont Blanc and improve the luxury writing instrument’s standing among India’s discerning target segment. Reportedly, Gandhi’s great-grandson Tushar Gandhi has even endorsed the idea. As a thank you, Tushar’s charitable foundation has already received a donation of $145,000 from Mont Blanc and will receive between $200 and $1,000 for each pen sold.
Aditi Agarwal of Ghalla Bhansali Stock Brokers (they’ve recently released a report titled ‘Marketing the Mahatma’), however, takes exception to such marketing moves. “It’s indeed ironical, that Mahatma Gandhi who was considered as an epitome of austerity is being misused by business barons to make money. Marketing and publicity is vital in today’s tough competition, but to what extent? All efforts need to be taken to protect the legacy that Gandhi has left behind,” she argues vehemently.
But, Mont Blanc and Munnabhai are not alone in having made use of Mahatma Gandhi’s name to sell their wares. The list is long. Be it Apple, Telecom Italia, Martin Luther King Jr., Raj Kumar Hirani, or even the American President Barack Obama, all have used Brand Gandhi to break the clutter and reach out to their respective target segments. Leaving aside the hullabaloo of shocked critics and their lengthy petitions to correct the trend, here’s the moot question. What sense does it make to bring back a popular icon from history? Does using the Mahatma as your brand endorsers work better or should marketers settle for current mass icons like Big B, Tendulkar or even couples like Pataudi & Sharmila Tagore?
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!For Exclusive Footage by Sunday Indian Click Here
Outlook Magazine's B School Ranking Scam Exposed
Don't trust the Indian Media!
IIPM exposes Career 360 and Mahesh Peri scam
IIPM - We will change your outlook : Career 360 and Mahesh Peri scam is exposed
Prof Arindam Chaudhuri of IIPM on MF HUSAIN
IIPM Related Links
IIPM ISBE Programmes
Follow Arindam Chaudhuri on Twitter
IIPM B School on Twitter
Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri
