Zip, Zap …. fuusssss – The Case of the Missing Energy Drink
Was elated when I got a mail several weeks before the 2010 Mumbai Marathon about Lucozade being the official energy drink for the Mumbai Marathon. No, I “didn’t get wings” but did feel good that finally there would be a real energy drink at the marathon instead of the “electral ghol” that was being served up for several years.
Since the advise of the marathon sages (gurus, whatever…) has always been – don’t try any food or drink at the marathon that you haven’t used before in a few long runs – I set out to find myself some bottles of Lucozade in Delhi. Several emails to the organisers, potential retailers, websites and visits to health shops later..I realised that this drink is just not available in India, let alone Delhi.
Pretty disheartening – So why spend a ton of money on advertising and sponsorship for a product which no one can buy? The wisdom of GSK’s marketing eludes my puny brain…
Come Expo day, I was strolling through the stalls and lo & behold – The Lucozade stall !! Will wonders ever cease ?! A PYT asked me to turn my bluetooth phone on so that they could beam me a quiz; and for answering correctly the reward – an elusive bottle of Lucozade to carry back with me !!
Ok, this is fantastic, I say to meyself…I can try this thing on my taper runs before Sunday and hopefully it will agree with my tummy. Questions to the PYTs and several other people at the stall however started creating some doubts – how will you serve this at the race, which flavour, etc, etc. – was given a look – “someone get this crazy guy back into the asylum he escaped from, what language is he talking, what race, what stalls on the roads, serve what….”. Hmmm
That didn’t deter me though, tried out the drink – actually tasted pretty good, better than the other more popular and more easily available drink from the Y-Gen company. Race Day….Mumbai heat, dehydration, frantically searching for the yellow and orange bottles of life saving Energy Drink…..Ask for it at the water stop and something is thrust into my hands…relief !? …….NOOOOOOoooooo not again, it’s the dreaded “electral ghol”. Anyway gulp it down.
Never saw Lucozade in that race.However I know now (a little birdie told me, well actually a comment by a fellow runner on my previous blog) that it was there, well hidden from the amateurs – reserved, like the road was (ok for a brief period..), for the ELITE !!
This time again there is hope (false?) that the sponsor will actually make available the drink not just at Mumbai but also at the Airtel Half in Delhi to the “Aam Runner”. Where does the hope come from, you ask? Well look at the Delhi route map and you see two type of drink stations – the kingfisher bottled water ones and a couple (or is it three) energy drink stations ?……. or will the gho(u)ls have their revenge again…nooooooo…
Cheers to our energy, and to the organisers for showing us such dreams 😉