Best MBA Business School | Top Management Institute | BBA Business Management studies: April 2010

Friday, April 30, 2010

HIP N’ HOT: GANDHI ROCKS

India’s first family + their heritage = power brand #1

Forget blue-blooded marketers, most Indians these days – whether Gandhi family supporters or not – vouch for the enormous equity that the name ‘Gandhi’ enjoys in India’s socio-political fabric. And while the present credit for the same may go to Sonia and her brood, like most corporate brands with a 100 year legacy, brand Gandhi’s present-day charisma cannot be comprehended completely without taking into account the political legacies of Nehru, Indira and Rajiv. Says sociologist Dipankar Gupta: “The Nehru-Gandhi brand is the only one political brand around that can attract mass voters.”

As a metaphor, ‘Gandhi’ evokes all positive associations with the birth and formative years of India as a modern nation state. And the troika of Sonia, Rahul and Priyanka enjoy all these positive brand associations by virtue of their familial connection. Sonia wins points for first being written off as an Italian Roman-Catholic, unfit to lead a Hindu-nation, and then praised for resurrecting the Congress. Rahul Gandhi, with his brand of youthful politics has more recently brought in the relevant youth connect to Congress’ traditional ardour. And Priyanka Vadra is reputed to be the silent force behind the popularity of her mother and brother (she was Sonia’s campaign manager in the 2004 General Elections, and also supervised Rahul’s campaign). Sonia, Rahul & Priyanka – India’s first family is what we call them; brand Gandhi is how we buy their political commodity!

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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