One sip of the Jamun or Kokum, or as a matter of fact, any drink that Paper Boat offers, instantly transports one back to their childhood, much like Anton Ego was in Ratatouille. Perhaps, it could be the memory of climbing the neighbour’s jamun tree to feast on the luscious, purple fruit which leaves both its flavour and colour on the tongue. The creative team behind the four-year-old brand, headed by the creative chief, Amulya Shruthi, is successfully living up to its promise of delivering 'memories' as stated in its tagline, drinks and memories.
For us, it may seem like a marketing strategy, but for those who wear the creative cap in the company — it's their vision. "Everybody talk about the contemporary. No brand has looked into the past and reminisced about growing up in the 80s or 90s. We wanted people to associate us with the goodness of that time," says Amulya, who turned 30 this year, pointing out that drinks like Jaljeera and Aam Panna are fast disappearing. The indigenous Indian drinks pay homage to a simpler time.
Paper Boat did not announce its arrival into the market with a conventional TVC or a brand ambassador; they started small on social media in 2013 and now their campaigns have a virality that is enviable. When we talk to Amulya about social media, particularly Facebook and Instagram, the BA graduate shares, "On Instagram, the community comes with the intent to consume a variety of art — everything from paintings to make-up tutorials, but they don't spend too much time on it. Whereas on Facebook, people spend time." In keeping with her observation, the direct and hard-hitting material is reserved for Facebook, while they let their creative juices flow on Instagram. Citing the mood of the Twitterverse as charged and fierce, Amulya says Twitter is not really a focus point.
And what is this Bengalurean’s favourite drink? She candidly reveals that it is Panakam. "Oh! And the Chilli Guava," she says, recalling how she used to demand extra mirchi (chilli powder) to go with her guava and savour it all the way home. "The fact that these flavours have been distilled into a drink makes my day," she smiles, emphasising what Paper Boat attempts to do with each flavour.
Paper Boat has limited edition drinks too, like Rose Tamarind and Serbet-e-khaas and Thandai for Holi. The latter was launched only in Delhi and Mumbai last year, but due to public demand, it will be made available to all shortly.
