Another level

It has been so long that I feel like a gushing bride sitting on a bed of roses atop a soft mattress on a 4 poster bed crafted by the finest Bengali* hands, all against the backdrop of a sensual hum of the sitar, awaiting the entrance of my tall (6 ft 2) tanned groom in a silk dhoti. I have not thought about this too much, promise.

One does not need reminding about the wonderful progress of Mooli's: 750 FB friends later (I remember that at inception Mooli's had around 545 or so friends), countless more followers and tweeters, reviews in the dozens, and the birth of Mooli's regulars. I was thinking what is next? How can Sam, Mathew and crew step it up even more? How can they have those queues? Does twittering and facebooking have its limits for this goal? Will I ever sleep with a girl again especially while I am in Dubai? How effective will the Evening Standard piece be? Has Sid lost weight on his you know what?

Perhaps we need to move from the virtual (and boy have they used that effectively to communicate their message) to the visual. As a brand Mooli's are more than just the 5 and now 6 beautifully made rolls. They are about the ideas and passion behind them, the passion that inspires you to cook, to want to go out and open your own place, whatever cuisine you desire, to make out that by association you also opened Mooli's and this should impress the girl you are talking to, to open a place and make sure that you are sourcing the best materials you can etc.

I am now getting sick on my own saccharine and marketing speak so let me get to my point. I think Sam and Mathew should showcase the broader canvas of their skills and passion by posting short videos of dishes they enjoy cooking and eating at home. A 5 minute quickie on scrambeld eggs with the twist of mango or chilli, the thai curry that is not thai curry, the hot cross buns that are not covered in butter but smokey peppered fish etc etc. They can even film their friends cooking their favourite dishes. I appreciate this can be time consuming but a short movie, which may not even need to focus on the face and kitchen, can be made relatively quickly. The key is for people to see the life behind the brand and to want to be part of it, to come and meet the folks who have created Mooli's and come up with cool ideas for quick suppers.

I can see the reviews right now:

"He may have hairy hands like Richard Keys or Teen Wolf, but let me tell you that man Sam can cook a mean scrambled eggs in 5 minutes." -Vogue

"He may look like a leftover from the 1960's ashram scene of Liverpool/India, but boy does he know how to rock my world with Tanzanian fish curry with an okra twist. Go try it." - Tatler

"With his sweet smile, cute dimples and little girl ponytail, I was shocked to see the way he butchered that piece of meat. But it was all worth it in the end for the Indian style carpaccio he created was simply heavenly. And so easy!" - Marie Claire

* Every Bengali I have met tells me that they are the artistic/cultural leaders of India. So that must be true.