Mahatma Gandhi – The Best Marketing Practitioner

Mr. Mohandas Karamchand Gandhi, The Mahatma, moved a nation.

With no money, no television, no sponsorship. Shifted the balance of power against a formidable opponent, who controlled the media, had a lot of cash, muscle, the administration and the complete self-belief in its right to rule the world. The Mahatma was lucky to deal with Mr. Churchill and not Mr. Hitler…but let us give him credit for an incredible marketing plan.

So…what did he do? How did he bind a nation….so diverse….to a common purpose.
 
I have no hesitation in stating that Mr. Gandhi is probably the best marketing practitioner in India’s recent history. I am attempting to second guess the possible thinking behind his success.

1. He started with a fundamental truth : That all humans need ‘self respect’

2. He created his ideology : Self respect for India

3. Changed his personality : He changed the clothes he wore…discarded the natty suits for a loin cloth, spoke the language of the masses, walked barefoot

4. Position : Stated positions based upon his ideology. Self respect could be achieved only if , Indians had the right to choose their government, the caste system was abolished, education was imparted, freedom of expression was granted, a self-reliant economy was established etc.

5. Made a framework to achieve goals : Ahimsa (non-violence) and Satyagraha…we could also call these his core values

6. PR & Marketing Campaigns : He then unleashed such powerful PR & Marketing campaigns that it shook the Empire. These campaigns were seamless, for example, ‘The Quit India Movement’ …such powerful words, ‘The Salt Satyagraha’…the pinch of salt that shook the empire, ‘The Civil Disobedience Movement’ etc

He had the ability to create Campaigns with the end in mind. Even if he went to jail, he still won!

And moved a nation!