Some brands may be gone, but live on in our memories, and in our hearts too. Gold Spot, the orange soft drink that was typically Indian and loved by many, comes to mind. A recent news article mentioned the response to a Twitter user’s photo of the orange drink. He received many nostalgic anecdotes, likes and retweets, reaffirming that Gold Spot always brings back customer memories. Long after the brand’s discontinuation, a strong brand recognition and emotional connection to it continues.
Parle’s Gold Spot – A Brief History
Gold Spot, was an orange flavored soft drink introduced by Ramesh Chauhan’s Parle Agro. Along with the company’s other soft drink brands including Limca, Maaza and Thums Up, it accounted for the majority of the Indian soft drink market in 1993. After the purchase of these soft drink brands by global giant Coca-Cola , Gold Spot was discontinued.
As a brand, Gold Spot was associated with children. As a child growing up in India, one may remember the many special occasions like birthdays or summer vacations where one would rush to a general store and wait impatiently for the store owner or an adult opens a bottle of orange colored sweet drink. , Gold spot. And then rush to retrieve the bottle crown which contained collectible cartoons inside the bottle cap. Some would even spend some pocket money to buy the delicious drink. For the children, it was a race to collect as many corks as possible.
Years later, those childhood memories still resonate.
The first campaign
The previous advert had Usha Uthup sing “Livva little hot, Sippa Gold Spot” written by Kersy Katrak at famed agency MCM, after watching the rushes with Bollywood star Rekha. It was directed by Shyam Benegal and shot by Govind Nihalani, assisted by Prahlad Kakkar.
Gold Spot had dates with Rekha as an endorser, but it remained primarily a children’s brand. Her kid’s collectibles and other fun items provided a good engagement opportunity to boost her appeal.
Bring the Zing to Gold Spot
In the mid-1980s, Gold Spot had to reposition itself. He wanted to expand and conquer the youth market. The brand moved to Rediffusion with a brief to break away from anything that identified them as a children’s brand.
Gold Spot was a sweet, tart and very orange drink that gave a tingle at the end. Famous editor, Kamlesh Pandey, almost reluctantly designed “The Zing Thing” line, which became the brand’s memorable slogan.
Alongside the tagline, Prahlad Kakkar, Louis Banks and the team at Rediffusion set out to create the “Grease movie” as advertisements – stylish, showing fashionable young men and women dancing, skating and driving with very Western influences. lively music, with a “I don’t care” spirit.
The simple message in the jingle was: he’s crazy about me, and she’s crazy about me, and both are as crazy as they are for Gold Spot, the Zing Thing. The background score was meant to convey, “The taste is so great, yet so familiar, it brought out the best and the worst in you.”
Thanks to television commercials that made it the “for me” brand among the country’s youth, Gold Spot became the most popular “uncola” of its time in India.
This effervescent drink is said to have even inspired the Los Angeles-based group Gold Spot. Gold Spot was hugely popular in India at the time, according to one of Siddhartha Khosla’s (lead band member) interviews, such was its impact on pop culture.
–Subodh Tagare is an associate professor at IMT Nagpur, where he teaches marketing courses. Prior to IMT, Subodh was Marketing Director at American Power Conversion/Schneider Electric for South Asia.
-S Vejay Anand consults organizations on business strategy and marketing. He has also been an entrepreneur in the pet food and care industries. Previously, he was President of Coffee Day and Chief Operating Officer of USPL.