Hamdard ventures into new vertical with RoohAfza Fusion drinks

The 360-degree campaign by Rediffusion Y&R wants to target a new and younger audience while maintaining loyal consumers

e4m by exchange4media Staff
Updated: May 27, 2017 7:53 AM
Hamdard ventures into new vertical with RoohAfza Fusion drinks

Hamdard RoohAfza has been an all-time favourite for about a century; even before the advent of colas. With the original herbal and Unani roots, the company launched its new line of Fusion drinks in 2017 by packaging RoohAfza with pure fruit juice and bridging the gap between the two.

RoohAfza Fusion claims to have the cooling power of 10 herbs and was test marketed in September, 2016 in the Delhi NCR & UP region. This test launch was said to be a success with feedback obtained from over 50,000 people (including consumers and trade partners). With that information, the product’s packaging has been revamped. Subsequently, on the basis of an in-depth sensory panel study, the recipes of the product were also tweaked for an even better product experience.

RoohAfza Fusion has five different flavours like Lemon, Lychee, Orange, Orange-Pineapple and Mango.

Rediffusion Y&R worked on the brand’s latest campaign to highlight that RoohAfza Fusion now comes with a fruit twist. The TVC is supported by a 360-degree campaign.

Mansoor Ali, Chief Sales & Marketing Officer, Hamdard, said, “Building bridges is never easy, especially when you are looking at transcending traditional formats, mind sets or generations. The task on RoohAfza was clear—to reach out to new consumers like the young and the millennial, while retaining the loyalists. The new RoohAfza Fusion delivers on all fronts like the same heritage taste, accentuated by tangy fruit juices and in a format that enables ease, convenience and injects that required ‘coolness’ to the brand. This is going to be a category shaker.”

Pranav Sharma, ECD, North - West, Rediffusion Y&R, said, “Go Red - that’s the bridge for me between RoohAfza and Fusion in terms of communication. I was surprised to see that all the flavours of Fusion, be it mango or lemon; they are all red in colour! It gave us the brand line—Go Red. The film was executed in an all-white background with a lot of innovative transitions and camera work. The effort was to make it look edgy, stylish, fresh and different from what we see in usual fruit juice ads. As a director, I pushed the execution in terms of its visual language and I’m confident that it will work for the brand in terms of the recall.”

Suman Varma, Head Operations, North, Rediffusion Y&R, said, “I have been involved in the product journey in various capacities right from its inception. It is naturally very exciting to see the launch of the brand RA Fusion. The product has been designed keeping the unique flavour of RoohAfza in mind and spiked with different flavours. It certainly is a very refreshing drink. I wish the product finds easy acceptance with everyone and across age groups.”

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