Top Story

e4m_logo.png

Home >> Advertising >> Article

Rooh Afza targets cola loving preteens

27-April-2012
Font Size   16
Rooh Afza targets cola loving preteens

When there were no colas or energy drinks, we had Rooh Afza, a beverage we have all grown up with. Completing 105 years of existence, Rooh Afza, a brand owned by Hamdard, has drawn a fresh new communication strategy to create relevance for the milk-shy, cola loving preteens of today.

A first in this initiative is a television commercial that showcases Rooh Afza as a refreshing drink that is natural with no artificial flavours, fat and cholesterol.

Talking about the new communication, Tarundeep Singh Rana, General Manager – Marketing, Hamdard said, “Evolving from the celebration positioning, the brand now focuses on moments of togetherness. In a cluttered category where flavour rules consumer decision, we wanted to highlight the unmatched flavour of Rooh Afza and the refreshment it provides. Of course, the fact that it has no artificial flavours and is completely made of natural ingredients supports our cause.”

Conceptualised by Triton Communications Delhi, the TVC is set in the lawns of an urban family of four. It shows a family playing carom and spending time together while getting refreshed with Rooh Afza.

Explaining the idea behind the commercial, Rohit Madhusudan, Branch Director, Triton Communications said, “The concept of ‘Naturally Refreshing’ is unique to us as Rooh Afza is made of completely natural ingredients and has no synthetic flavours or chemicals. To create a brand differentiation, we took the unique taste of Rooh Afza and the refreshment it has been providing for years.”

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

In a market that is dominated by giants like Mercedes, Volvo and Mitsubishi, Tata Motors is using VR to deliver a compelling sales pitch

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Meanwhile, Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively