The “DeBooze” Journey – Part 1

Ever wondered if you had to create a brand in a very serious and boring category, what would you do? Well here is the story of one such category – Pharmaceutical Product. When we kicked off our Brand Management sessions under Dr. Manoharan, we never thought that we would be given such a category.  When this category was given to us (us in this case being me, Shweta Sumal, and my group members, Choudhary Harish, Abhijit Sarkar, Surabhi Shanbag, Sairam Reddy and Arko Mukherjee), we weren’t very happy with it as there was nothing much innovative that we could do to do in such category. We went back to our Professor to request him to change our category but, “Think hard, I am sure you will come up with something” were his words.  Disappointed, we came back and started thinking about what the product should be?  What came to our mind was Diabetes, Cancer, Thyroid, etc. with a tag – BORING!! Then we even thought of nail infection removal enamels. Our minds were wandering around with all kind of thoughts.

Pharmaceutical Products

One day all the group members decided to sit together and brainstorm. We finally worked out that it has to be an over-the-counter product – one that does not require a medical prescription to buy for example Vicks VapoRub, Ranbaxy Volini, etc. So as we sat near the hostel reception, pickling our brains, a student came drunk and was not able to stand properly. The idea of getting caught by the hostel warden is one of the worst nightmares of students in our hostel or in every hostel in general.  At the very same moment, an idea popped up – If only we had something that could make him sober in seconds, he would be saved.

So, let’s make a pill that disintoxicates you in no time – a product that is the only one of its kind, with no substitutes in the market. Let us revolutionize the world and save lives of such students’ and other people, as a lot of accidents happen because of drunk driving. We have seen a lot of fights happening between loved ones just because they are drunk and they do not know what they are doing or saying, so let us save the relationships and make them stronger.

So, after zeroing in on this idea, we had to decide its primary brand elements. First and foremost the name of the product.  Booze is an informal term for an alcoholic beverage. Boozing generally refers to drink alcoholic beverages excessively or chronically. “DeBooze” would mean negating the booze effect. We cross checked online whether there is any product or brand already existing with such name, but we were lucky that there wasn’t any.  So DeBooze it was, the name of our hypothetical pharmaceutical product. Simple and easy to recall.

Thus started the legacy of DeBooze – a journey which will stay in our memories forever. Stay tuned for the sequel to this post, as we unravel one of the greatest experiences of our post-graduate lives, one thread at a time.

Author: Shweta Sumal



  1. No offense but tell me one thing, if they have to reverse the effect of booze then why would they drink…i am not drinker but what i knw is people drink because they can get high…. what make u think that debooze will work?? if student do not want to get catch then why wud he drink…?? he drink becoz his priority is getting high… personally i believe this kind of a drug wont work and being a pharmacist i can tell u if u want to reverse ur booze effect than u can take any of the CNS stimulator…..

    1. Well, the whole idea here is to make people go home safely, to reduce the number of accidents being caused by drunk driving. Sometimes people repent after drinking and they want to be sober again. We are not saying don’t drink. Drink, enjoy your party, spend quality time with your friends but before getting back to home, have a debooze and don’t embarrass anyone.

  2. It was one of the best experience, we had watching you guys try DE-BOOZE the rest of us in that auditorium! Innovation at its best! Kudos to the entire team! Eagerly waiting for the sequel! meow! 😉

  3. When I first saw you guys, you weren’t ready to work on this brand management topic. But when you did it you nailed it. The concept is beautifully presented. There is really a scope for this concept. One of the best brand.

  4. Very well written ! I will immediately seize your rss as I can not to find your email subscription hyperlink or e-newsletter service. Do youve any? Please permit me know in order that I may just subscribe.

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