A credit card company in South Africa is using Mahatma Gandhi’s image in a credit card advertisement. It has sparked protests in South Africa and several organization have described the using of Gandhi’s image in the advertisement as an insult to him.

The British Virgin group owned by Richard Branson used the images of Gandhi and other leaders to promote the credit cards of the company. According to the Indian Express report, the advertisement shows Gandhi, with his lips moving, speaking for the credit card.

The Phoenix Settlement Trust and the South Africa Hindu Maha Sabha have criticized the using of Gandhi’s image in the advertisement and said that it is nothing but an insult to Gandhi and his ideologies for what he had stood for.

Rugbeer Kallideen, chairman of the Phoenix Settlement Trust, said that Mahatma Gandhi was a simple man and he was not interested in money matters. He left all his assets behind when he left the country. He was not a commercial man, but a well-respected politician and spiritualist.

Ram Maharaj, president of the S A Hindu Dharma Sabha, said that Gandhi always said to keep you away from materialistic life. He led a simple and spiritual life in the service of humanity. What is portrayed is misleading and is contrary to the teachings of the Mahatma. It is a misrepresentation of what he stood for.

On the other hand, Ahmed Tilly, the ad man behind the idea of the advertisement, said that Gandhi was used as a political figure.

He said:

The ad uses exaggeration and slight use of comedy and social suggestions. We believe that there is no statement or visual representation in this ad is harming any person’s image.

Gandhi is featured alongside other great leaders who stood for fighting against injustice and for the rights of the man in the anywhere.

However, the issue has been sparked another debate in < strong>South Africa on the use of great leaders’ images for commercial promotion of any products anywhere.

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