July 6, 2010

Dear Swisscom:
We are extremely sorry to see Mahatma Gandhi, the Father of the Indian nation being dragged to the latest Swisscom BlackBerry advertisements.

Both BlackBerry, from Research In Motion which is considered pioneers of innovation in mobile technology, and Mahatma Gandhi, the most prominent spiritual and political leader of India who gifted world the idea of ‘non-violence’ need no publicity from a telecom player in Switzerland. Using historic icons like Mahatma Gandhi, Albert Einstein, Abraham Lincoln or Mother Teresa in the name of freedom of expression and creativity is nothing new to the advertising world. These are year old, inferior creative tactics of multi-national advertising agencies with the sole purpose of doubling their profits and indirectly generating controversies to sell their products.

While alive, Gandhi used to advise money-minded photographers after photo sessions to contribute a part of their profit to the National Movement for Freedom. Swisscom can consider donating a portion of its profit to charity organisations in Switzerland and withdraw from a substandard campaign using an icon of humanity and non-violence.

Thank you.
Design & People

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