"पंडित पाव भाजी वाला", One amazing example of brand popularity. All Jaipurites are well aware of the "चौपाटी" at Birla Mandir, JDA circle. Some time back, my cousin told me about this awesome pav-bhaji vendor who stands in front of Birla Mandir and also said that I really must try his pav-bhaji as it is really buttery and yummy. I decided to give it a try and concurred with my cousin after tasting the vendor's pav-bhaji that it really is yummy. Soon it beacame one of our favorite pav-bhaji hang out spot with friends.
Last month as I was passing in front of the Birla Mandir, the numerous vendor that usually stand there caught my eye. And guess what? There were at least 20 to 30 pav bhaji vendors standing one after the other, as they always did. And what were their names? Each and every one of them is called पंडित पाव भाजी!! With slight variations in their names, like New pandit pav bhaji, Old pandit pav bhaji, Famous pandit pav bhaji, Sabse purana pandit pav bhaji... etc. each of the vendors had taken up the famous brand name पंडित पाव भाजी.
Seeing such mass usage of a popular name in pav bhaji vendors, I felt that even the uneducated pav bhaji vendors seem to understand the importance of a popular brand name in their own way. I found this an interesting case study of branding at a very local level.
3 comments:
The marketing girl!!! putting her skills into action..
I so totally agree wid you Anubha there.... Firstly, that guy makes amazing pao bhaji... and there's another one in Triveni, who also makes good pao bhaji. About branding, well, they all know it very well now. And they very conveniently pull in GIs in it also... So, when should we go there to have it..??
Oh my Gosh, This is exactly what happened to me. Pandit Pav Bhaji used to be my fave hang out after tuition classes in 12th.. and when I went to Jaipur last time.. I saw that all Pav Bhaji vendors called themselves "Pandit Pav Bhaji"... Good to read you marketing viewpoint on it though :)
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