We have been asked this question a zillion times: during client briefings, in entrepreneur meetups, by mom-dad, by friends, by friends’ mom-dad. So when we were thinking of a suitable inaugural article for our blog, we thought why not!
“Why Lemonade in Summer? Don’t you think your name is too long? Don’t you think your name goes against the basic principles of Brand Recall? Do you call yourself Chai in Winter? So do you shut shop in Winters?” Some went as far as warning us “Dude, winter is coming!”
So out of the million names which the Universe conspired for us, why did we choose “Lemonade in Summer”.
Because it is kind of cool
No, none of us here are in our teens and we are not under any peer pressure to appear cool. Entrepreneurship and starting up is anything but cool. There is so much hard work and learning involved that your 12th Standard Calculus will fade in comparison.
But nonetheless Lemonade in Summer was cool. It gelled well with what we were and what we as a brand wanted to stand for. Chilled out people who want to do some cool work!
Because it had a nostalgic appeal
I was born and brought up in Patna. Mohnish was born and brought up in Rourkela. Both of us had experienced first-hand how harsh Indian summers are. We both remembered how our mums and grannies used to make nimbu paani during summers to protect us from the harsh afternoon winds.
And the memory stuck.
Because it went a level deeper
More than often brands do not need complex solutions with enormous budgets to create an impact. Simple solutions that establishes a connect with the audience work a thousand times better. In the harsh business world of today where brands jostle for a mindshare of their customers, it is these simple solutions that customers remember and value. Just like they value the simple lemonade during summer because it connects, it does what it is meant to do.
We, as a brand, want to stand for ideas that are fresh, simple and create an impact! And so we proudly call ourselves Lemonade in Summer!
For those who still don’t get it…try having a lemonade in summer!!
