"..I shouldn't have been alive..." - Energee

I know , the moment you see the above picture its going to take you back some years * flash back , pictures flickering in front of your eyes* and within no time you would end up vividly recollecting your encounter with country’s most under rated milk based drink – ENERGEE!!!

Now, if you have a close look , it is served in a 200 ml nice curvaceous glass bottle * mind you not to compare with the curves of latest 7 UP 500 ml bottle. Mallika Sherawat is a recent phenomenon. Energee has been in existence since four decades * but you will probably find yourself buying two or three bottles, its too addictive!!! Pineapple , Coffee , Pista/Elaichi and Strawberry are the flavors available. Manufactured by Aarey, Energee is distributed in company owned Aarey booths most of which are located outside the railway stations. These booths have a very unique iconography, unique more due to the standardized format than the aesthetics and appeal. Now days, you will find most of the Aarey booths almost faded due to assaults of weather and never repainted. They come as a multi utility unit spread across the footpaths of Mumbai with facilities such as public phone for mobile users frequently having zero balance in their card , Aarey Lassi which itself is another topic of discussion and obviously ENERGEE which serves as your mid meal and is also a fantastic thirst quencher.

If you have a look at the logo, it’s still the same and has remained unchanged for decades together just like the shape of the bottle. It has a Blue Bold rectangular strip running with an angle slightly upwards with ENERGEE written on it which eventually takes the color of the flavor due to its transparency. The rectangle strip is supported by another 2 small red stripes at the edges. The branding team (if at all there was any) at Aarey needs a pat on their back for coming up with an innovative way of writing simple ‘Energy’ as ‘Energee’ and using those double ‘E’s’ to give that extra punch of energy.

Energee has been with us for decades and that too with no advertising efforts or campaigns to promote the brand which may be the reason why everyone seems to take this brand for granted, thus depriving it of the much deserved credit. We at times fall to the trap of consumerism and keep talking enthusiastically about Pepsi and Coke when in reality they are nothing but a proven example of surviving and making business out of a bad product with an effective marketing and advertising strategies. I was deeply hurt when I tried to source a picture and logo on the internet and to my surprise didn’t not find a single picture * not exaggerating 1 percent* .Hence the reason for not so great 2 pictures above * I promise to click close up shots of Energee bottle and logo so that we all can enjoy* Leave alone the pictures, there is not even a single page on internet which provides information about the facts and figures about Energee drink.

The more I think about Energee, the more I get impressed about its existence. I guess we all , lovers of energee drink, owe million thanks to Aarey for not just coming up with such a wonderful product but also for manufacturing it , keep it alive and making it available for such a long time in spite of the stiff competition from all corners.

P.S. Energee brand was captured quoting the following:

“ …..had your support and love not been there for me…I shouldn’t have been alive…..”