India's most successful International brand - Mahatma Gandhi.
A man whose quiet revolution changed the course of Indian history forever and created an impact, no other individual ever could. Today, this brand belongs to the world of Inaugurations, as photos in government offices, businessman's, beauty pageant winner's, and politician's power driven speeches, statues in town squares and roads.
It took more than just a silent protest against the Britishers to feature on Indian rupee currency notes. This master orator and brand icon made Gandhi topi a fashion trend, a national statement that has lasted for more than 50 years.

Gandhi brand is naturally associated with the State of Gujarat, his Janamabhoomi, the state that got all the recognition and fame because of only one brand. What is it today?
Shambles. Gujarat no longer epitomizes the core values it was once known for - Non-violence, harmony, truth and universal brotherhood. One of Gandhi's famous quote goes - "Happiness is when, what you think, what you say and what you do is in complete harmony". People who claim to be Gandhians are contradicting the thought themselves. Same goes for the advertising fraternity as well, various brands claim to endorse the Gandhian philosophy and thoughts, but is it really so?

Branded Gandhi, shadowing Gandhian, Time to experiments with some truths…?

Source - Brand equity