In a jolting blow to the long standing ideas and ideals of Mahatma Gandhi, replacing him completely in the latest edition of annual Calendar 2017 and Diary by Khadi Village Industries Commissions (KVIC), we see our honorable PM, Narendra Modi on the centre stage, using the Charkha,the cotton spinning wheel, much like the iconic image of Mahatma Gandhi using the spinning wheel.

This juxtaposition has definitely not gone down well and has obviously made a lot of stir amongst the KVIC officials, employees and a lot of Indians alike. In all twelve months of the calendar, we mostly see Narendra Modi dominating the scenes with occasional females, some males and specially-abled people in the background. The backdrop theme of the calendar emphasizes the Charka but with a new brand ambassador.

This has called for some serious thought-provoking mayhem around it and for all the legit reasons.This particular event has made a lot of people laugh at Narendra Modi himself for approving of mocking the long-standing image of Mahatma Gandhi for Khadi promotion and Khadi industry vis-à-vis the ideas of making him the new icon for most of the developments in the country.

Looking at it from an ad agency perspective, this might work well in favor of the Khadi industry. This traditional and mostly village-based industry has never really excelled economically. This event can be seen as an economic page-turner for this industry as Narendra Modi has already gone global with his style and promotional antics for Khadi by wearing it himself. In such a time, making him the face of the Khadi industry can be seen as a strategic step towards drawing people's attention for better sale and purchase of Khadi and boosting the industry at many more levels.

However cynical this attempt by the Modi marketers be, this should also be seen as an affirmative and promotional step for the Khadi industry for Khadi as national antiquity that needed revival for prosperity.