Gandhi's Brand? Montblanc Misses The Point

Posted by Abe Sauer on October 6, 2009 09:53 AM

Storied European pen-maker Montblanc wanted to raise its brand profile in India. Not a bad idea, India's population is 1 billion. So, long on imagination but short on branding basics (or common sense), Montblanc released a limited-edition pen, made of 18-carat solid gold with a rhodium-plated nib and a saffron-colored mandarin garnet, called the "Ma-hatma Gandhi." It costs Rs1.1 million (about $24,000). The brand released the special pens on Gandhi's birthday, a national holiday in India.

Compounding the ridiculousness, the handmade pens will be sold in a limited edition of 241, intended to honor the number of miles Gandhi walked during his salt tax protest. Each pen will come with an eight-meter gold thread representing the cotton loom on which Gandhi made his own humble garments.

A larger edition of 3000 finds a different numeric rationale, according to the Montblanc site:

The design pays tribute to his life and achievements. The top of the cap and cone are inspired by the spindle which Gandhi used to spin cotton – one of the symbols of Indian independence. The colour white is a reference to truth and peace, while the Mandarin garnet represents the orange colour that is part of the Indian flag. The nib shows the image of Mahatma Gandhi, walking with a stick. In addition, the limitation of the Mahatma Gandhi Limited Edition 3000 is symbolic for the masses of people who followed him during his fight for independence.

The reception in India was predictable. Gandhi lived as a minimalist, eschewing material riches in favor of spiritual wealth. (He also favored purchase of India-made goods.) Montblanc chief executive Lutz Bethge seemed genuinely surprised, telling the BBC, "I certainly have to say, I wouldn't have thought that people would have reacted negatively."

What's next, a Karl Marx Mutual Fund? A Martin Luther King Jr. Memorial Garden Hose? A George Orwell Commemorative Home DNA Test Kit?

More about: Montblanc, Gandhi, India, Design, Pens, Luxury

adnan dawood says:

I am surprised that the Mont Blanc Cheif Executive was surprised. It didnt take a genious to understand that luxury and Gandhi dont go together at all! Gandhi himself wouldnt have used an expensive, gold wired pen. How contradictory!! And if Mr Bethge is so clueless, how about next time hiring a market research firm so they can tell him how ridiculous this idea was.

Gandhi is sacred for most Indians, and for most people around the world for his principles.

October 6, 2009 11:50 AM #

Mensajero says:

They can also release a quarter dollar royal pen in England to celebrate the queen´s birthday.
A generous 10 million edition.

October 6, 2009 02:31 PM #

Jatinder Vijh says:

Even though Gandhi believed in simplicity and would not have used such an expensive pen himself, Gandhi is a brand which sells across borders as he has universal appeal. For communication professionals, the debate should be what is the value of Gandhi as a brand. Montblanc needs to be complimented for paying a rich tribute to Gandhi on his birthday. More than that Montblanc needs to be complimented for adding value to the Gandhi Brand. Even otherwise, the Montblanc controversy has focused attention on Gandhi whose principles we often forget after paying floral tributes to his portrait every year on October 2.

October 7, 2009 04:16 AM #

chi says:

I would think that if Montblanc where to attach itself to someone, it would be a person known
for his writings or if not that, atleast a shared ideal.

October 7, 2009 04:24 AM #

Chi makes a valid point. Gandhi was not only a great thinker and a great leader, he was also a great writer.

October 7, 2009 05:10 AM #

Khalid AlShuail says:

Basic principle:[understanding the culture is a key to implement communication] I think Montblanc thought some people would forget where they come from in the maze of luxury?

Think again

October 7, 2009 09:23 AM #

Anish says:

How on earth can anyone think of associating a product costing 24000$ with Gandhi? And selling it in India? Its basic common sense, he was a legend always associated with simple living. You don't need market research or an MBA to figure this out. And I am surprised his family members were ok with this. Shocking. Plus the product looks revolting in the flesh as well. What they should have done is release a lovely minimalist instrument costing very little, but very well designed, and release it gratis to schools and NGOs. This exercise left a very bad taste in my mouth.

October 7, 2009 11:36 PM #

Manoj Kandasamy says:

I personally believes this is an kickass idea!

Many can think that Ghandi and Luxury wont gel together. But we keep in mind that its from Mont Blanc! The idea is simply superb.

For a brand which decided on 241 LE pens ("intended to honor the number of miles Gandhi walked during his salt tax protest" : SUCH A DETAILED RESEARCH!) they would have definitely thought about the "Gandhi and luxury wont gel together" part.

My take:

1) Gandhi is not about an Individual. He is a Brand. Ghandiji's principles were discussed in premier B-schools!

2) Gandhism is not being simple. Creating a simple eco-system

3) No one should use the Indian Currency (R. 500, Rs. 1000) if they feel Gandhi stood for simplicity

4) After all the pen is for people who believes in gandhiji's principles, not his outlook.

Good day,

Manoj Kandasamy,

October 8, 2009 05:42 AM #

ravi dabreo says:

Gandhi had shed everything he wore and owned to live a life of minimalism. A stick for support and a simple khadi cloth to cover himself. Somehow this image of him doesn’t augur well with luxury.

So Mont Blanc having a limited edition ‘Gandhi’ pen being sold for a huge amount of money does raise several questions

1.  Would Gandhi have appreciated being associated with a luxury brand
2.  Is this truly a tribute from Mont Blanc to a man who made a difference in the world, or is it a sickening money making gimmick
3.  (probably a more relevant question to this forum) who owns ‘Brand Gandhi’?
4.  What, by the way, is ‘luxury’? (we’ll leave this to another discussion altogether)

A discussion on the same subject on ‘We the People’ on NDTV, threw in way many points of view on this. Ethical, emotional, business, politics – all aspects had come into play.

Some part of me says “No, this is not on”

But some other part of me says “Why Not?!” Gandhi is an idea, an ideology, a reminder of certain principles and a struggle that made the world sit up and take notice (and definitely made the British leave us alone). He has inspired world leaders over the last many years and even an Obama pays tribute to him constantly. He truly is a brand that not just India but the world owns. He has found his way to postage stamps of other countries, including the US.

Mont Blanc doesn’t need Gandhi to sell its pens. They’re doing fine by themselves (or so I think). But while selling their pens, if they do manage to remind another human being about this great man called Gandhi, about his spirit of humanity, secularism and love, then I’m ok with it.

October 8, 2009 02:46 PM #

Veeda Pinto says:

Its definitely increased talk of Gandhiji and his outlook in life since news of this 'luxury' pen broke... maybe it will lead people to refresh themselves with his value system like I was led to?
As for Mont Blanc, with that price tag, only people who can afford it will buy anyway... so, I'm not sure I understand what the hue and cry is about...
I'm personally grateful to them for making me think of Gandhiji and his message seriously again...

October 9, 2009 01:34 AM #

roy says:

i believe what mont blanc did is the most serious pr blunder in recent times. this is a clear case of short sightedness in brand building or in other words getting attention at any cost.
i saw the pen and honestly its a collectors item. no doubt. but montblanc did not think about the ethos / values of the land before having jumped into this. also the montblanc boss is operating in a vaccum... i detested his statement.

i am a person having 4 mont blancs but am feeling a bit cheesed of when i take them to write now...

October 8, 2009 10:43 PM #

A! says:

Every point interesting and valid.

However, I would be very keen on knowing how the actual target audience reacted.

The person who could and would pay Rs. 11,00,000 for a pen... how did the campaign affect him/her?

October 9, 2009 02:45 AM #

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