Just days before the 75th anniversary of Mahatma Gandhi’s death, the University of London indulged in some conspicuous social media advertising of its “notable alumni”, complete with a prominent image of the great man. It does this routinely, even though, as a well-known historian once observed, this particular institution left such little impression on Gandhi, he doesn’t even mention it in his autobiography.
The Mahatma’s appropriation as a marketing tool is not particularly surprising, even if by an entity in the former raj, whose foundations he set out to shake. With a message that was woke before woke was properly recognised as a politically conscious word, the Gandhi brand is very visible, instantly recognisable and absolutely everywhere.
Originally published at https://timesofindia.indiatimes.com