Montblanc's Tribute To Mahatma Gandhi

 

 

Just in time for Gandhi Jayanti, the Mahatma is being projected as a poster boy for an international brand. Gandhiji's picture is engraved on a luxury pen that costs 11 lakh rupees. His image on hoardings conveying the message that the pen is mightier than the sword.

"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," says Lutz Bethge, CEO, Montblanc.

In 2007, the use of brand Gandhi on a British credit card triggered protests not just in India, but also in South Africa. But today, a 70 lakh rupee donation to a Kolhapur charitable trust has encouraged the Mahatma's great grandson Tushar Gandhi to associate with the brand.

"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," says Tushar Gandhi.

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.

Being made the brand ambassador of a luxurious brand is far away from the high priest of khadi, who stood for simple living, high thinking.