In a bid to re-energise its decades-old flagship brand, Hamdard India is giving Rooh Afza a bubbly and contemporary treatment, and has roped in Juhi Chawla as its first brand ambassador.
Arshad Siddiqui, Chief Marketing Officer, Hamdard India, said, “Hamdard has always believed in keeping the consumer taste and preferences in mind and in creating products that are natural, healthy and for the well-being of a family. Given the media fragmentation today, doing clutter breaking advertising has become important. At this point of time, we have appointed Juhi Chawla as our brand ambassador for Rooh Afza. We believe she fits the brand values of being a fresh, effervescent and a bubbly family person.”
“Although our brands are salient due to their iconic stature and unsurpassed quality, there was a need to re-energise the appeal of Rooh Afza among the younger target group. In Juhi, we saw a perfect fit for Rooh Afza and the messages the brand conveys,” he added.
Commenting on her association with Rooh Afza, Chawla said, “I’ve been drinking it since my childhood and the taste has been the same over the years. I am happy to be part of my childhood drink.”
Siddiqui further said that Hamdard Laboratories was aiming for 33 per cent growth and Rs 250 crore turnover this year. The company is looking at 26 per cent sales growth for Rooh Afza alone. Joshina, Sualin and Roghan Badam Shirin are the other brands of Hamdard, which account for 60 per cent of its turnover.
The campaign has been created by Triton. The TVC with the tagline ‘Freshness ka naya sur’ aims to highlight Rooh Afza’s unparalleled taste, fragrance, colour and goodness through multi-sensory activation. The shows a family drained of its energies on a hot Sunday afternoon. On seeing her family so lethargic, Juhi, the mother, decides to perk them up with some chilled summer delicacies using Rooh Afza. She hums a peppy tune as she whips up nimbu pani, lassi and milk shake with a dash of Rooh Afza. And as the family sips the cool drinks, they feel refresh and re-energised.