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Hamdard selects JWT Mindset as its creative partner for RoohAfza

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Hamdard selects JWT Mindset as its creative partner for RoohAfza

Hamdard Laboratories has appointed JWT Mindset as its new creative agency for its brand RoohAfza. Following a multi-agency pitch, Hamdard chose JWT Mindset. The pitch saw participation of four more agencies besides JWT Mindset. Triton Communications was the incumbent agency.

Speaking on the development, Tarundeep Singh Rana, Senior GM and Head - Marketing, Hamdard Laboratories (India) said, “RoohAfza is in the process of charting a fresh creative thought to complement the brands aggressive growth plans. Our requirement included a perspective that has the potential of leveraging our innately strong brand and providing the thrust to take it to the next level. And, JWT Mindset came with an in-depth understanding of the brand’s strategic requirements and a contemporary and creatively cultivated approach to deliver the same.”

Reacting to the win, Ram Gedela, Managing Director, JWT Mindset said, “We are extremely glad to be associated with the iconic brands of Hamdard. Most of us have grown up seeing these brands in our home. Roohafza has been a cult brand of sorts. We at JWT Mindset are privileged to be partnering Hamdard on the journey of creating communication that will resonate strongly with the consumers. We are delighted to have won the business through a multi agency pitch that was called for. We believe that our passion and understanding of the category helped us win the business.”

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