Rooh Afza targets cola loving preteens

After a gap of two years, Rooh Afza has launched its new campaign targeted at milk-shy, cola loving preteens of today to create salience with them

e4m by exchange4media Staff
Updated: Apr 27, 2012 8:15 AM
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.”

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