Jingle all the way…

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: Yup the films were cool. The promos were cool too. Pretty much everything Gold Spot did created great equity for the brand.

The advertising targeted the youth in a focused manner and hugely succeeded. The Zing Thing jingle rang loud and clear across the country.

When Coca-Cola returned to India in 1993, it bought out the three mega brands (for Rs 400 crore). Fanta replaced Gold Spot in the market—but to date it has not been able to replace it in the consumers’ mind. That’s what an iconic brand is all about.

You can take it off the shelves. But taking it off someone’s mind is a different ballgame altogether. Yes, there are many out there who are still crazy about a lot of things, but only just as crazy as they were about Gold Spot.

And if I am not mistaken, my Gold Spot Jungle Book characters collection is safely stashed away somewhere in mum’s old cupboard in Lucknow.