New TVCs for Hamdard’s age old drink Rooh Afza hit TV screens as mercury continues to sap spirit and energy this summer. The flagship brand from Hamdard will now be seen as an excellent additive to mocktails and desserts, in addition to its role as a revitalising nutritive drink it already is. These ads will be aired on the channels such as Colors, Zee TV, NDTV Imagine, Set Max, Zee Cinema, Filmy, Sahara One and Star Plus.
The main people behind the ads are Shyam Samant, Atul Purohit, Rajendra and Triton Tea.
The first ad called Lemonaria portrays a displeased and sullen couple, who after a fight with each other, sink their differences after they are offered a lemon drink concentrated with Rooh Afza by Juhi Chawla. The drink lends a magical touch of an elixir to iron out the sourness between them with its refreshing taste.
The second TVC called Rang Lassiya has undertones of saas-bahu drama in which a mother-in-law at home is bemused at finding her husband in an excited state after having had a glassful of lassi made with Rooh Afza by her daughter-in-law essayed by Juhi Chawla.
The third and last campaign, Fusion Fun, shows a foreign delegate from an Indo-US meet excitedly rushing to take part in Gujrati dandia dance after quaffing in copious quantities of Rooh Afza Pineapple fusion actually meant for her Indian counterpart - Juhi.
Alluding to the brief given to the creative agency, Tarundeep Rana, General Manager- Marketing, Hamdard (WAKF) Laboratories, said, “The main idea was to project Rooh Afza as a multidimensional brand i.e. besides being looked at as a summer cooler. Therefore, the objective was to project Rooh Afza as a great additive for mocktails and desserts. This would help expand the brand franchisee and achieve the desired growth.”
He went on to say that the number of consumers using Rooh Afza as an additive is growing on a regular basis, which gives them a unique opportunity to tap new consumers, especially the younger generation.
Rana believes that they have the first mover advantage as there is no competition from any brand which is used both as a drink and as an additive.He views that the new communication style should help in overcoming the seasonal limitation of the brand and prolong the usage of the product round the year. The campaign would help reinforce the patrons, stimulate the prospective as well as lapsed consumers.
On the conceptualisation of the ad, Atul Purohit, Creative Director, Triton Communications, Mumbai said, “As the objective is to establish the novelty of a drink made with Rooh Afza, we need time to establish the freshly discovered taste. This is not a linear conventional film with a regular product window.”
“We have taken a 360 degree approach to advertising for this campaign. All throughout the year, we are going to have interactive communication and consumer involvement,” quipped Purohit.