As right as rain – monsoon-inspired marketing ideas

Sub: Geography

Sec: Indian geography

Discovery of Cherrapunji Gin:

Cherrapunji Gin, a new product in a colourful metal bottle with graphics inspired by Meghalaya’s forests is found In Shillong’s Police Bazaar.
The gin is made using rainwater harvested in Mawsynram, Cherrapunji’s sister town, and local botanicals such as Khasi mandarin and sohmarit wild peppers, giving it spicy and citrus notes.
The gin offers a taste of Meghalaya and the experience of drinking in the rain of the wettest place on earth. The product has received positive initial responses.
Ingredients in Cherrapunji gin: Juniper from eastern Himalayas, GI tagged (geographical indication) Khasi mandarin, smoked tea from Lushai hills and Kaji (aromatic lime) from Assam valley makes it like no other gin.

Rainwater in Marketing

Other brands globally use rainwater, marketed as a natural and pure alternative to conventional water. Examples include Oregon Rain (US) and Cloud Rain (Tasmania), noted for their purity due to low nitrate and mineral content.
There’s potential for Indian brands to introduce rainwater variants in bottled water.

Rain-Inspired Perfumes

Mitti Attar: In Kannauj, Uttar Pradesh, the centuries-old technique of distilling rainwater and soil produces “Mitti Attar,” capturing the scent of first rain and soil, known as Petrichor.
- It has received a GI (geographical indication) status.
Leading perfume brands have created scents inspired by rain, such as Marc Jacobs’ “Rain,” Floraiku’s “In the Rain,” and Demeter’s “Petrichor.”

Emotional Connection with Rain:

Rain evokes nostalgic and romantic emotions, reminding people of childhood, monsoons, and the nurturing aspects of rain.
Products incorporating rainwater or rain themes can appeal to these emotions.
Future possibilities include rainwater in soaps, shampoos, gourmet dishes, and designs in jewellery or garments inspired by rain.

Source: TH_BL