The aroma of change?


Aaaack! One alphabet is missing in the above hoarding; its supposed to read “Coffee Swami”. Swalpa adjust maadi, folks. He’s the new mascot for the Coffee Board of India.

I recall those days around the end ’80’s and early ’90’s when the Coffee Board ruled supreme over the land as far as coffee procurement, marketing and distribution of Coffee. Then came the winds of change with the government giving a free hand to the growers themselves to sell their produce.

Now the Coffee Board is re-inventing itself to meet the demands of the marketplace. They have come out – belatedly, methinks – with a mascot i.e Coffee Swami – to promote themselves. Whether this new concoction will beat the Barista’s and the Coffee Day’s at their game and get the yuppies to switch is yet to be seen.

More reading here, here and here.

11 Comments so far

  1. Mysore (unregistered) on January 10th, 2007 @ 7:00 pm

    Well, “Swim” in coffee will also do for all the caffeine fiends ;-)

  2. Rajesh (unregistered) on January 10th, 2007 @ 8:08 pm

    great story…swin in the coffee!!


  3. Lal (unregistered) on January 11th, 2007 @ 12:35 am

    Ravi, being an ex-Bangalorean, I just love your blog.

    BTW, it is a *letter* of the alphabet that is missing from the hoarding, not the alphabet itself!

  4. raag (unregistered) on January 11th, 2007 @ 12:14 pm

    Ravi, sorry to be nit-picking. but, i think you are referring to the missing “i” in Swami. However, if you look closely, the “i” has got covered by the blue pole to which the hoarding is tied.

  5. Ravi (unregistered) on January 11th, 2007 @ 12:49 pm

    @Mysore & Rajesh: I was a coffee addict myself…tapering off slowly, though.

    @Lal & Raag: Guys, I stand corrected. Yes, it is a letter of the alphabet! And yes, I MADE the mistake while taking the pic. The ‘I’ in swami is very much there in the EYE was not focussing properly! ;)

  6. Rajesh (unregistered) on January 11th, 2007 @ 1:41 pm

    yes, it’s coffee time for setting the EYE…


  7. R.A. Levin (unregistered) on January 12th, 2007 @ 10:51 am

    Will the Tea growers have to come up with a similar mascot?

  8. Ravi (unregistered) on January 12th, 2007 @ 12:42 pm

    @ Rajesh: You bet!

    @ R.A Levin: Maybe something will come up. But in the meanwhile, the Tea Board guys are advertising on TV with a couple or more spots showing differences between coffee and tea drinkers. I hope you’ve seen this?

  9. shek (unregistered) on January 12th, 2007 @ 7:11 pm

    For a moment,I thought the message in the hoarding read “Coffee Swamp”.

  10. Chitra (unregistered) on January 12th, 2007 @ 7:13 pm

    I like the mascot. I think it’s cute. Reminds me of the Maharaja of Air India. A typical desi kind of mascot. :)

  11. Chitra (unregistered) on January 12th, 2007 @ 7:14 pm

    I like the mascot. I think it’s cute. Reminds me of the Maharaja of Air India. A typical desi kind of mascot. :)

    Differences between coffee and tea drinkers? I haven’t seen this.

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