Maxim Magazine Apology for Gandhi Bashing

Maxim Magazine promotes as the world’s largest-selling men’s lifestyle publication having 1.7 Million circulation per month.

IndiaCause received formal apology from Maxim Magazine on January 31, 2003 for Gandhi Bashing.

We wish to thank
Members and visitors – For their Activism
Indian Media – For their coverage
Maxim Magazine – For the “Positive and Happy Resolution”
Corporates and Global Media – For their attention

We also wish to express our sincere regrets if you have received even a single email that was (even remotely) hurting any individual’s sentiments (directly or indirectly).

This page received 24,591 hits in first six days while the protest was on.

Reader’s comments

Thanks all.
Mahendra Joshi

Protest started on January 26, 2003 (India Republic Day)
Maxim sent in apology on January 30, 2003 (Gandhi Death Anniversary)

Following are the events before the “Positive and Happy Resolution”
Update: January 29:
“Maxim magazine has announced plans to respond to complaints. David Barkoe, public relations spokesman for Maxim, said the magazine “will be responding to the article … in its May issue.” The wording of the response is “being discussed,” Barkoe said. “It has not been finalized.” Barkoe did not use the word “apology,” but he did say Maxim is seeking “a positive and happy resolution for all.”
IndiaCause Response: January 29
You have insulted a nation of 1 billion people. If you are going to take three months to write 3 lines apology, you are insulting us further. We can not change the following appeal made on Jan 28, until the apology is published or conveyed formally.
We assume Maxim have received at least 7,000-8,000 protest letters. After No response from them, now we are writing to their advertisers and the International Media.

The latest edition of Maxim magazine, in an alleged “humor” article headlined “Maxim’s Kick-Ass Workout,” depicts a strapping man in a “Muscle” T-shirt beating up an image of Mahatma Gandhi.

Part of Page 1 from Maxim Article The three-page article includes 21 different scenes of the man hitting, kicking, choking and throwing Gandhi, who is named in the text, when the reader is urged to “ask Gandhi if he can see a change in your physique.”

Three images have Gandhi bleeding on the face after a punch from the man. Another image shows Gandhi sitting in a corner of a room with head over his knees, shocking enough, he is not wearing even a single piece of cloth on his body.

The article, attempting to show how fighting can bring fitness, calls for “a healthy regimen of violent assaults” and urges readers to “teach those pacifists a lesson about aggression.”

Part of Page 3 from Maxim Article Maxim, promotes itself as “the largest-selling men’s lifestyle publication in the world,” Ironically, just two months ago, Maxim launched its first Asian edition, in Korea. Magazine had previously ridiculed Gandhi.
Oh, Calcutta, Three Reasons to Hate…Gandhi!
Article about this issue on

“this (Maxim) article is reprehensible and blatantly encourages hate crimes against South Asians and “pacifists.” says Mary Anne of

Read about IndiaCause protest campaign on :
SIFY, Rediff, Indian Express, PTI

So far at least few thousand protest letters have been sent to Maxim asking for an unconditional apology, They have not responded to these mails. Now we are compelled to contact their advertisers and the international media.

Since the first Days of Protest (January 26, 2003) IndiaCause has asked for “An Unconditional Apology” from Maxim.

Following are the advertisers on Maxim
You can contact them and request them to stop the advertisements on Maxim. Tell the advertisers: “Since Maxim has not apologized or even responded to thousands of our letters, they should stop Financing this Hate against South Asians by withdrawing their ads from the Magazine”.

This is an international issue and these companies are expected to be responsible towards Global citizens.

Honda Cars, Toyota, Subaru, Nike, Unilever, Nintendo, Motorola, Virgin Mobile, Miller Lite, Coors
Sample letter for Corporate advertisers
Contact Addresses removed on January 31, 2003

Ask these international news agencies “bring this issue to the world”
Sample letter for global media
Contact Addresses removed on January 31, 2003

Contact addresses of Maxim Magazine:
Contact Addresses removed on February 02, 2003