The Brand of the Nation
"Happiness is when what you think, what you say and what you do are in harmony." As quoted by Mahatma Gandhi, in this case, happiness is nothing but how we describe a brand to be. As long as the developed brand is in sync with the brand promise, its visual appeal and the delivering ability, the brand stays successful. Such a brand that has been accepted globally and heard by everyone is none other than Gandhi.
Gandhi, on reading or hearing the name, you start creating a visual in your mind. This visual is not of the suited young lad who went to study in South Africa but is of he who then became the father of the nation, the one who dressed in nothing but a white khaki dhoti with a cloth around his shoulder and carried a lathi with him all around. Certainly, the attire changed over the period, but his belief in equality of human beings and his fight against inequality through non-violence remained unchanged in both avatars. Throughout his journey, he stayed true to the values he believed in. A successful brand is the one which stays alive even after the founder has passed on. His thoughts stay alive in the hearts of not only Indians, but people all over the world who quote him on multiple occasions, thus becoming a global brand. Gandhi’s image is instantly recognizable even in its most basic form - bald head, glasses and a stick.
Just like Gandhi as a brand that evolved from India and became a global name, so did few others that started with similar strong beliefs. These brands have not only established themselves across international waters, but still manage to stay popular worldwide.
The brand Air India needs no introduction. The only flag carrier Indian airline showcasing the best of India, Air India was an airline of choice amongst generations of air travellers, both in India and overseas. The humble Maharajah, the airline’s mascot, is symbolic of a service brand that has endured and grown. The hostesses dressed in sarees have also reflected through the brand of keeping it true to its roots and tradition. Air India was founded by J. R. D. Tata as Tata Airlines in 1932. Hence, it was bound to be envisioned to become one of the preferred choices of Indian Airlines.
Prior to Air India, a much earlier started company is none other than the Tata Group, which was established in the year 1868 by Jamshedji Tata. Tata has not only become a successful brand known to everyone but has also gained international recognition after purchasing several global companies over the years. Their first acquisition of Tetley in 2000 has been recorded as "the biggest acquisition” in Indian corporate history. Tata stands out amongst all Indian corporates and is perceived as a true international brand.
Another much popular Indian brand that has become difficult to get ones hand on is none other than the Indian dark rum that was manufactured in the year 1954. Old Monk is the alcohol in topic. Old Monk is considered as one of the largest selling rums, all over the world. It was commonly acknowledged to be a drink famous in all of the 70s, 80s and 90s. However, even today, millennials dive in, right from Chennai to Copenhagen. Old Monk has reached a stage where it is now difficult to source. However, you will still find the alcohol bottle, stocked in homes and in hip flasks, standing out as a proud display in bar shelves. With its sweet, rich and pungent notes, Old Monk has loyalists all over the world, thereby declaring them a global phenomenon.
Gandhi rightfully says, “Be the change you want to see in the world”, and these brands have rightfully followed in his footsteps.