Old Monk lost its founder Kapil Mohan of Mohan Meakins a few days ago and the social media world went berserk in tribute.
We have probably seen some of the finest pieces of content, great advertising and viral posts going around town over the past few days. One among them was the outstanding ‘what Thums Up should have done’ creative from Brijesh with the half empty glass of cola.
We lapped it all up and said our prayers for the man’s eternal peace.
Most of us have grown up on his cheap, great rum each time friends got together or just to drown our sorrows one lonely evening.
Old Monk is an iconic brand that has shared space with the best of brands across the world on any bar cabinet and yet was always priced surprisingly affordable. Its distinct aroma, mature taste and refined high is sheer bliss with or without the cola. They don’t make rum like Kapil Mohan did any longer. Long live his legacy.
Now that the tribute is out of the way, let me get to the essence of what concerns me and that is the way we are great at post mortem and do sweet nothing when the person is alive and kicking.
Correct me If am wrong, but most of us in the country had no clue of who this man Kapil Mohan was and what he did for a living.
We all drank his rum but didn’t ever get informed on the genius in him.
Different matter that his team of blenders across the country are the ones who do the magic barrel after barrel. I know one such blender and have had occasion to have a drink with him at a friend’s place in Kerala. Outstanding people who work behind the scenes and live by their palate.
But such is life and my media brethren continue to believe in the quintessential doctrine of c’est la vie.
Maybe it is time for us in the industry to take notice of the innumerable brands and their makers who have been integral to our lives and still are. From the innocuous looking Chandrika and Medimix Soap to the man behind the Lun Fung (did I get that right?)Egg Noodles we still use to whip up our own version of Chinese cuisine.
Hunt them down and make them feel good. Let them have a few years of media fame, social and otherwise. Let our children hear these success stories and feel proud of the talent India houses.
It probably would help curtail the enormous brain drain from our country and help build new vision in the entrepreneurs of tomorrow. Brands aren’t always about successful advertising. A lot of these brands never ever advertised and yet remain on top of the mind, all because of their inherent product strength.
Old Monk is a classic example. Kapil Mohan remarked in the year 2002 that if there is one thing he will never do, it is advertising. He made a great rum and great products go on to becoming brands that last a lifetime with or without shouting from the rooftops…
Cheers to that!
Jd also consults in Consumer Neuroscience and Neuromarketing, both of which are integral to his brand interventions.
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