"Mahatma Gandhi: The Master Marketer"

Today is the 2nd of October, the birthday of two of our great leaders - Mahatma Gandhi and Lal Bahadur Shastri.

I believe Mahatma Gandhi was the greatest marketer of all time. Marketing is a noble profession, like defense, medicine, or engineering. It's about changing the world, and marketers are changemakers.

Marketing goes beyond corporate offices and sales strategies; it is connected to people's lives and brings about positive change.

No wonder PM Narendra Modi received the prestigious #PhilipKotler Award for marketing.

I have always considered Arvind Kejriwal, the disrupter in indian politics, who carefully crafted his marketing strategy and disrupted the conservative marketing ecosystem of the nation.

1. Launch Pad - Megasgaway Award is always a launch pad to enter politics.
2. Trust-building - Agitation for Jan Association - With an established social reformer, Anna Hazare (Brand extension)
3. Toolkit - Visibility and hype - Fasting and Allegation - Stood against all parties.
4. Contested - Fought against the tallest leaders to capture attention. In Assembly election - Against the sitting CM - Sheila Dikshit
5. In General Election - Against the PM Candidate - Narendra Modi
6. Community Backup and funding - India Against Corruption
7. Branding and value derived - Reynold pen - Middle class Extra Size Shirt and
8. Muffler - Symbol of a Common man.
9. Continuous cough - To gain sympathy.
10. Post-launch Collaboration and Tie-ups - With INC to gain political power.
11. BTL Marketing - Using auto-backs and street banners in elections.
12. Digital marketing - Using digital platforms to maximize penetration.
13. Storyline - "Main Bhi Kejriwal, Sab Mile Huye Hain. Aam Aadmi."

Let's come back to the topic.

Mahatma Gandhi was the greatest strategist ever to have lived on this planet, who brought about change for the nation. Most importantly, this change didn't happen overnight but through a gradual process. India evolved and achieved a status called independence in 1947.

Let's review some of his strategic moves that not only made him a Mahatma but also brought success to his people and had a profound impact on his large audience.

PRE- LAUNCH PREPARATION

MK Gandhi practiced his innovative way of agitation in South Africa and prepared himself for a bigger stage and a larger audience.

• Trigger Point - Being thrown off a train due to being a non-white human was the trigger point and the turning point of his storyline, positioning him as a leader who stood against racism and partiality.
• Acceptability due to International exposure - Studying in Britain and leading a revolution in South Africa gained him maximum visibility in international media, elevating him above all local leaders.
• Invitation by the established reformer - Gopal Krishna Gokhale invited MK Gandhi to come to India, join INC, and lead the freedom movement. This instant elevation positioned him as a mass leader without much grassroots effort.
• Road Show and Visits - Just like today when every brand, especially in B2C, conducts road shows to create buzz in the market and generate leads, Gandhi traveled across India to build his base. He developed his distribution channel and a trusted leadership network across every state.
• Campaigns and execution - He initiated many movements, which we can call projects with specific themes and targets. Below are details of five movements I found on the internet:

1. Champaran Satyagraha (1917): This was the first major movement led by Gandhi, and it successfully persuaded the British to abolish the indigo plantation system in Bihar.
2. Kheda Satyagraha (1918): Gandhi led this movement to help the farmers of Kheda in Gujarat who were suffering from a severe drought. He organized a campaign of non-payment of taxes, which forced the British to waive the taxes.
3. Non-Cooperation Movement (1920-1922): This mass movement against British rule in India involved boycotting British goods, institutions, and titles. The movement successfully mobilized millions of Indians.
4. Civil Disobedience Movement (1930-1931): Also known as the Salt March, this movement was launched by Gandhi to protest the British salt tax. Gandhi led a march from Ahmedabad to Dandi, where he broke the salt law by making salt from seawater. The movement again successfully mobilized millions of Indians and established Gandhi as the supreme leader of Indians.
5. Quit India Movement (1942): This was the last major movement led by Gandhi, calling for the immediate departure of the British from India. The movement was met with widespread violence and British repression but also brought India closer to independence.

• Personal Branding, Visuals, and the Power of Symbols -

It is now proven that brand elements such as logos, themes, and other symbols are crucial, and if used consistently, their impact can be lasting. Gandhi did the same:

How he created visibility and hype - lets have a look.

--> His attire: Symbolizing his sacrifice for the poor.

--> His Cap: Gandhi Topi, perhaps the first brand element of any political party. ----> Branding as Mahatma: Accepting this honor or title transformed him from Mohandas to Mahatma, a brilliant branding masterstroke that elevated him as a great leader and positioned him as a spiritual leader resonating with the masses. --> Loyal Team - Over the years, he built a strong and loyal team of great leaders. The honorifics "Bapu" (father of the nation) and "Mahatma" were coined by his closest team members who had authority in media and social discourse. Intentionally or unintentionally, he understood the power of personal branding, and these titles made him the SUPER BRAND, he is perceived as today.

--> Society Engagement and Omni-channel Marketing - Charkha and Khadi: For sustainable evolution, political change is not enough; changing societal thinking and the ecosystem is crucial. Charkha and Khadi were instruments of change in society, promoting women's empowerment and self-reliance.

--> Clean India Drive: Gandhi was a champion and pioneer of this cause. He went to Dalit neighborhoods and personally participated in cleaning, setting an example for everyone and making him a mass leader across society, religion, and castes.

--> Experiments with Religion: He understood the power of religious symbols, and he incorporated them into his life. Today, politicians use religion in politics for popularity, but Gandhi was the one who started it for the greater good. That's the difference between Gandhi and other leaders.

"Raghupati Raghav Raja Ram, Patit Pawan Sita Ram | Ishwar Alla Tero Nam, Sabko Sanmati De Bhagwan."

--> Gandhi's Democratic Approach to Internal Competition

Gandhi knew how to handle internal competition democratically. His contemporary, Subhash Chandra Bose, could not become president of the Indian National Congress without Gandhi's blessing, and no one could become president of the INC or prime minister of India without Gandhi's backing.

--> Political Funding: Gandhi's Practical Approach

Gandhi understood that funds are essential to drive any political activity. He cultivated relationships with big businessmen like Birla, and even lived in Birla House in Delhi. This shows his foresight and pragmatism.

--> Storytelling: Gandhi was a master storyteller; his speeches connected with people at the grassroots level. As I mentioned earlier, storytelling goes beyond words and tales. His call for civil disobedience and non-cooperation was based on a solid narrative that aimed to create a self-reliant and independent nation.

--> Mahatma Gandhi's Scholarly Image: His Autobiography, "My Experiments with Truth," and Other Writings Set Him Apart from Ordinary Leaders

Not only did the masses follow him, but the elite class, intellectuals, and thinkers also began following Gandhi and his ideology.

--> Dream of a Perfect Society: Non-violence and peace were the foundations of Gandhian thought, which, while far from practical, remain noble aspirations. We know that a nation cannot survive without an army, and humans can never be entirely non-violent. However, this concept remains a distant dream. Still, it sets Gandhi apart as an undisputed leader of modern India.

I pay tribute to Mahatma Gandhi, a visionary leader who envisioned a modern India where all people are equal, regardless of caste, creed, religion, or sex.

He was not only the architect of modern and independent India, but also a master strategist and marketer. His legacy will continue to inspire us to strive for a better future for all.