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For generations of Indians, Old Monk with coke is a sentiment.
Image source: Alan Levine/Flickr

Brigadier (retd.) Kapil Mohan, the man behind the iconic Old Monk rum brand, passed away on January 6 in Ghaziabad at the age of 88.

The former Chairman and MD of Mohan Meakin Ltd., the  maker of Old Monk among other liquors, reportedly died following a cardiac arrest at his residence.

Old Monk was launched on December 19, 1954, and Kapil is credited with the success and cult status the brand enjoys today.

He is also the man behind other famous brands such as Solan No. 1 and Golden Eagle.

Interestingly, the man himself was a teetotaler.

Old Monk used to be the undisputed single brand leader in the branded spirits market in the country till 2002. But over the years that company has been struggling due to rising competition in the industry and changing trends.

However, for generations of Indians, Old Monk with coke is still a sentiment.

And much of its popularity was because of word of mouth recommendations and advertisements.

In a 2012 interview, Kapil had said, "We do not advertise. I will not, and as long as I am in this chair, we will not (advertise). The best way of my advertising is the product: When it comes to you and you taste it, you look at the difference and ask what is it. That is the best advertisement."

Tributes have been pouring in on social media for the man who few knew personally, but who seems to have touched the lives of a countless many.