May 28, 2005 02:48 PM
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(Updated May 28, 2005 02:50 PM)
Pani kum phenomenon :(PKP)
Chai : The PKP was born because of the Chai aka Tea. Watered down milk used to make tea gave us a Pani Kum Chai. During college days,i remember our numerous fights with our college side chaiwala over PKP. In the final year we finally bowed to the PKP and started ordering ''Aye,do cutting pani la'' . The chaiwala's half-chaddi and brownish n torn banian always puzzled me about the use of excess water in the tea. but at the same time I understood some practical difficulties in life. The chaiwala used to add water to the tea but couldnt find water to wash his clothes.
I still make rounds of the college to check whether he could find enough soap and water to wash his clothes. The chaiwala guy has changed number of times but his clothes have remained same.
Movies : Ask Vikram Bhat about it !
Mujic : Anu jee abhi aap muze sharminda mat kijiye !
Final Word on PKP : PKP phenomenon will prevail till the copycats can't match up the originals. And somehow, the originals are class apart. The phenomenon for the pani kam will survive as long as there are takers for it.
We are now talking about emergence of intelligent brains in the PKP industry. Let me explain it...
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Frooti : An Intelligent PKP Product
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What it is : Frooti , a fascination for kids introduced in 1980s was one of the few packed fruit drinks available in the market that time. A ready to drink Mango drink from basket of Parle was an instant hit.
Hoardings, advertisements sporting and chanting Frooti all the time was an instant hit among the kids. A way apart from the soft drinks, Frooti was indeed a revolution.
Mango drink which is easy to carry, easy to drink and decently packed was a sure shot winner. It always pays to be a first mover in the league !
Buoyed with the success of Frooti, Parle launched Appy, failed in that attempt unfortunately.
Frooti was always positioned as a fun drink and was never tomtomed as the drink containing real mangoes or Vitamin drink or anything for the sake.
Packing : A rectangular pack containing tempting pictures of mangoes always claimed the attention. The tetra-pack was there since inception and no one could find any worms in it till date ! Otherwise AB is always available to take care of Worms controversy ! Bitchy me !
Digen Verma : It was an attempt by Parle to target the the young crowd for Frooti. The country was painted with digen Varma. Unfortunately, people remembered more of Digen Verma and less of Frooti. The poor brand manager lost his job !
New pack : The new pack of Frooti introduced a few days back is taller than the older one and one can drink directly from it rather than using a straw.
Sensing people's need to carry more of frooti, Parle has introduced Frooti in pet bottles. Again a matured product, target it to make consumers consume more of product.
They have also introduced a new variant ie. Kacha aam ! Green mango frooti !
Back to PKP i.e. Frooti's taste :
Sipping on Frooti always remembered me about the PKP ! More of mango taste, less of thickness ! It can resemble mango pulp with lots and lots of water.
But its an addiction ! The harazds of colas and carbonated drinks have made us to look for some other packaged drinks and immediately the brand equity of Frooti came to our mind. Even it is water down, it still quenches my thirst and gives me a feeling of mango that relishes on my tongue for long time.
Zulu touch :
Imagine a website called https://frootishut.com ... the categories ...
Paka hua Aam (Star Writer)
Sabse acche Aam (Hall of Fame)
Mango Community (Community Center)
Kachchi Kairi (Best Debut)
Kata hua aam (Mouth flagged)
A few reviews :
Five songs that I would love to sing for Frooti
Five Best Mangoes
Five Worst Mangoes....errr....dont exist !
