Gandhi as a Brand?
Times of India has reasoned that Mahatma Gandhi is a powerful brand. click here for the story. The newspaper concludes that three movies and a handful of plays about the Mahatma in the short span of 60 years since Indian independence and his assassination symbolise his rock-star like popularity among, what the newspaper calls “Remix Generation’s psyche”
And Gandhis London walk is cited as evidence of this. We are flattered but our humility is hurt by such extravagance. Gandhis London walk is neither an attempt to brand Gandhi nor London. To do so would be the equivalent of calling Moon the 52nd state of United States just because some Americans bounced along on its surface some decades ago. And it is not. Gandhi came to London, spent time in London and embarked on a journey of self discovery which culminated into him becoming a spiritual leader and a rights activist in South Africa and then India. The London walk explores his time in London and we shy away from overstating this simple fact.
If at all, Gandhi posthumous is one of the least understood and explained and most politically exploited figures of Indian history. There has been some creative, literary and historical interest in Gandhi occasionally but neither India nor the world have understood him or his message in the context of any ongoing universal conflicts, troubles and suffering to the fullest extent in the last few decades. Thankfully he has not been used as a brand for anything Indian for he will find a lot in Indian society way behind his starting point in Indian social and political life in 1920s that he set out to reform.
At Gandhi’s London walk we are long distant from any “branding” exercise for the “remix generation,” whatever that is. Gandhi’s London Walk is an experience in historical understanding and context of Gandhi’s own search for truth and identity. Those wanting to do that exercise for reasons of curiosity, devotion to Mahatma, historical research or a simply taking a cardiological walking tour of London will find some insight into the journey a 19 year old Indian student embarked upon in London in 1888.
Gandhi as a person and historical persona will continue to inspire tremendous curiosity among artists, historians and all individuals on a spiritual journey. He personifies a brand of truth, courage, tolerance, peace and many other virtues that are rare to come by. From the era of Gandhi onward, anywhere in the world anyone subscribing of any faith or religion who seeks his or her inner being will most likely come across Gandhi at some point in The quest. Gandhi’s primary appeal to humanity is on a subconscious and spiritual level and understanding his own journey enables everyone of us in our own inner explorations.
That a vast number of politicians and marketeers seek to “spin” his life and persona for any gain or purpose, commercial or otherwise, is far beyond and removed from the intent and achievement of this walk.
Gandhi, sadly is neither an idea nor an ideal for today’s young generation. In fact very few are even aware of the “idol” of Gandhi and what he symbolises, represents based on what he stood for. His idolisation therefore is a travesty in itself. His own constant examination of his inner self and his experimentation with truth in the context of his role as a leader who led hundreds of millions in a peaceful struggle and in bringing down an oppressive empire is a subject worthy of constant and deep meditative analysis. Each act of violence, discrimination, social exclusion and oppression by one group or class against another or one community or nation upon another is a stab in the universal ideals Gandhi sought to bring to his own life and of those around him. To go through with his journey in all different times and understand and consider him in all different perspectives, perhaps even argue, refute and disagree with him but never to idolize him or “brand” him into a label would be an appropriate tribute to the man.
Gandhi’s London walk is content being just a walk, a very humble exercise in discovering Gandhi. It is no more and never shall be.
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