Hamdard has called for a creative pitch for its beverage brand Rooh Afza. The pitch is in its initial stage and is currently underway in Delhi. Hamdard aims to decide on a creative partnership by the end of the month, as confirmed by industry sources. Triton Communications is currently handling the creative duties for the brand.
Rooh Afza had an interesting activation campaign, called ‘My Rooh Afza Story’, last year in a bid to further consumer engagement. The campaign entailed inviting entries from consumers, comprising special moments spent with the brand. In the second phase, the brand announced the winners and showcased their stories. The campaign was supported across media, which included print, outdoor, radio and digital.
Rooh Afza is a heritage brand from the Hamdard stable that has been with consumers for the last 10 decades.