RECONSTRUCTING MAHATMA
RATHEESH KALIYADAN
Here is a shocking news to Gandhians and Gandhi lovers! He is one of the most influential personalities of the century.Satyagraha movement and staunch leadership in Indian independence struggle make Mahatma Gandhi,the real 'Mahatma'.By delivering sparkling messages in a low but steady voice,Mahatma Gandhi empowered the Indian folks to attain an independent and sovereign state and hold its administration.He became the father of Nation.
As Mahatma Gandhi himself pointed out,his life was a message.He became a living model to the Indian fighters.It was through the great life,he became 'Mahatma' not by pretty words or orders.Gandhiji became the symbol of anti-imperialist movement all over the world.
Civil disobedience,Satyagraha,Dandi march,Quit India movement...made Mahatmaji the embodiment of Indian freedom struggle.His words and actions attracted not only the warriors but enemies also.Every moments ion his life inspired the villages and cities a lot.The followers had no doubt to act as he suggests, even though there were certain different opines on the way of movements.Long years after an American President,Barac Obama,declared his admiration to the great Indian leader and put a picture of Gandhi in his life.
Market oriented global business network system is in a tight competition to compete with similar products and producers.They are under acute research to marketize everything including the anti-incumbent factors.They are even ready to utilize all symbols and signs of anti-imperialist influences to marketize their own products.Strong slogans against a product in a protest expression may be a caption of the advertisements of the same product!Advertisements using picture of Che,the revolutionary communist leader and other leaders,their messages etc are examples for utilizing opposite symbols for marketing products.It means even a negative symbol can provide a positive output in market economic and advertorial strategy.
Latest example for this marketing strategy is of Mahatma Gandhi. 'Mahatma' is not only a symbol of anti-imperialist movement,but also a brand name.Being a writer and journalist penned his messages.He used a fountain pen for several years and utilised every space in a paper with keen attention.Pen and paper never used as luxury but a most wanted tool to propagate his own ideals.The newly introduced brand 'Mahatma' is a pen.the pen costs Rs.14 lakhs only!!German pen makers Mont Blanc is 'influenced by Mahatma Gandhi's Dandi march in 1930 to protest against the British Salt Tax'.The 241 mile March's influence is reproduced by the pen makers by making only 241 pieces to distribute all over the world.The father of Nation holding his trademark-Lathi-is imprinted on the 18 carat gold nib of each and every pieces.A capitalist thirsty man's honour to the great personality!
Besides the 'Mahatma' brand,there is also the Mahatma Gandhi Limited Education 3000 fountain pen available for Rs1.7 Lakhs and a roller ball point pen for Rs1.5 Lakhs.
Hello Gandhi lovers,come and unite.Buy a pen.declare your sympathy and empathy to the grate leader.You can also present it to the near and dear ones or intimate guests.Hurry up.This is the only way we have to proclaim your 'divine' adoration and integrity to the Mahatma because Congress and its followers already showcased their Gandhian principles,ideologies and values.Otherwise the situation never will be like this.No makers will not be courageous to imprint such a brand name and image.At least they cannot import and market it in India;The India under congress lead ministry and regime.
