What's in a Brand!

I am sure many fellow marketers have been asked this question. What is a brand? What does it take to become an iconic and timeless brand? Do all great brands have a great story to tell? Well here is one. The restaurant, Vaishali on F.C Road, Pune. Its legendary status is not because it has stood tall for 64 years. But the stories and memories that it has created in these years. What's so special about a small restaurant, barely able to fit in 75 people at a time? When I came across this picture, I was flooded with many memories of this restaurant and I thought of sharing what it means to me and why it still such an iconic brand

Ask any one from Pune and they would know it. All those who have studied in Pune (and there are millions) have definitely heard about it

Situated just 500 metres from Fergusson College Main Gate, it was where every student, from every college wanted to go, if they could have some cash in their pockets. Or even if they didnt :)

If you were seen with sitting with any girl, even if she was a stranger, no matter how informal or how platonic a relationship was, you were deemed to be in a "serious relationship with her". There was no escape. In other words, if a girl was willing to come and meet you at Vaishali, she liked you, there was no question about it.

During my time as a student the road was dotted with many restaurants, some more frequented than Vaishali, but none of them exist today. But Vaishali, still stands tall

Although it only served common south Indian snacks, it was famous for Sev Dahi Batata Puri (although every one called it my its more phonetically appealing name SBDP, and dont ask me why) and Jelly with Ice Cream

So what it made it so much of an icon? Why is it such a big brand? Why did it retain its glory when almost every other eating joint went the way of the dodo? I guess it has to do with its simplicity and focus on remaining true to its character. No matter when you went, which time of the day, there was always a waiting list of people in the queue. The owners, The Barves, could easily have demolished the building and built a multi story building to accommodate more patrons but then that would lose its character. The fun of having a tea at Vaishali was also in the waiting. They could have easily have altered the menu, added more in-demand items like pizzas and burgers or may be even had beer. But they didn't buckle. Incidentally the Pizza Hut that was on JM Road, is the only Pizza Hut that I know in India that served beer but that's another story. And strangely whenever I go there I see a fair mix of people who were students at some point and are still students. As far as I can remember, the decor and seating remained more or less the same. The only other place with equal memorability that I can think of, is the Coffee House in Kolkata, but no longer has the same buzz

And of course, despite its roaring popularity, it never opened a second branch. Now it has!