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Tag: Roohafza

  • RoohAfza Fusion and RoohAfza Milkshake enthral millennials with refreshing new campaigns

    RoohAfza Fusion and RoohAfza Milkshake enthral millennials with refreshing new campaigns

    MUMBAI: Hamdard Laboratories India owns a legacy of more than 100 years and is one of India’s largest and most trustworthy names in the FMCG and beverage sector. With Hamdard’s Food division foraying into the ‘Ready to Drink’ segment with RoohAfza Fusion and RoohAfza Milk Shake products, the digital campaigns launched celebrates the “Double Dose” of these unique flavour combinations. The new campaigns will be launched on digital media with the messaging – Freshness and Taste Ka Double Dose.

    The digital film of RoohAfza Fusion highlights the message ‘Freshness Ka Double Dose’ representing the exciting combination of an array of fresh fruit juices and RoohAfza for a sensorial ready to drink mocktail delight for the millennials. The combination of milk and RoohAfza has been one of the most sought after mix and with the launch of RoohAfza Milkshake, the campaign aims at refreshing the younger audience with ‘Taste Ka Double Dose’. The film showcases memorable and cute characters to drive the functional messaging of these RTD products, and resonate with the mindset of young Indians through the two campaigns.

    Hamdard India took its widely loved and recognized beverage – RoohAfza into two new extensions – RoohAfza Fusion and RoohAfza Milkshake. RoohAfza Fusion presents a burst of RoohAfza with the fresh taste of fruit juices in 5 exciting flavors – Luscious Litchi, Refreshing Lemon, Delicious Orange, Exciting Pineapple and Orange and Juicy Mango. RoohAfza Milkshake brings together the flavour of milk, vanilla and RoohAfza in a scrumptious unique taste. The new products promise healthy, ultra-safe tetra packaging and a refreshing taste in every sip for all the consumers. RoohAfza has been a cherished drink for people from generations and the brand wanted to extend the nostalgia of this flavour to the young, vibrant population with these new products strengthening its image as “The Drink of India.”

    Hamdard Laboratories India chief sales and marketing officer- Mansoor Ali said, “We’ve always wanted to build bridges with the younger generation and offer them with products that would refresh their taste buds with a hint of nostalgia. The double dose signifies the unique punch of fruits with Roohafza in Roohafza Fusion, and milk with Roohafza in the Milkshake. Our aim has always been to innovate and treat our discerning consumers with our exciting, unique flavours. The launches and campaigns symbolise the entire family of RoohAfza as the ‘refreshingly local’ Indian brand that everyone relishes. ”

    All new RoohAfza Fusion – Freshness ka #DoubleDose

  • RoohAfza targets millennials in latest campaign

    RoohAfza targets millennials in latest campaign

    MUMBAI: RoohAfza, a refreshment beverage for over 100 years, has been India’s favourite drink for generations. This summer, the brand launched its new TVC campaign called #GhulkeJiyo, celebrating India’s unity in diversity.

    The campaign crafted and conceptualised by FCB Ulka stays true to what RoohAfza is, but finds a way to connect with Indian millennials who are progressive yet immensely proud of their culture.

    Hamdard chief sales and marketing officer Mansoor Ali says, “Every time we come up with a new campaign, we want to address a key issue that is prevalent in our society. Being a 111-year-old drink and loved by consumers across all age groups and segments, RoohAfza has stood the test of time, not solely because it’s a great refresher, but because at its core it stands for something far larger — togetherness! This campaign is a call for everyone to come together and live in harmony.”

    FCB Ulka president Debarpita Banerjee adds, “RoohAfza is a lot more than a refreshing beverage. For a lot of us it is nostalgia in a bottle. Along with its natural ingredients, beautiful colour and unique taste, it is also a drink that almost had the power to bring people together, cutting across all age groups, belief systems and geographies. And this was the task we set upon ourselves. To re-introduce this iconic stature to the younger generations of our country.”

    RoohAfza is a sharbat in a bottle, but the magic happens when it is mixed and mingled with things. RoohAfza, in its refreshing way asks India to come together and celebrate the ‘unity in diversity’ that it stands for. The new insight-based campaign showcases this in a montage film depicting different scenarios and a background score taken form a very popular evergreen song “Yeh hai Bombay Meri Jaan” from the film CID.

    FCB Ulka national creative head Surjo Dutt mentions, “The challenge was to make a 100-year-old iconic drink relevant for the youth of today. Only when we mix and mingle with each other is when we truly come together. Just like Roohafza’s unique taste which comes out only when it is mixed with something else. It was an absolute pleasure bringing this idea to life using an iconic song, paired with heart-warming visuals.”

  • L&K Saatchi & Saatchi bags Hamdard account

    L&K Saatchi & Saatchi bags Hamdard account

    MUMBAI: Health and wellness brand Hamdard Laboratories, which houses brands like Roohafza, Safi, Joshina and Roghan Badam Shirin amongst others, has allocated its creative duties to L&K Saatchi & Saatchi.

     

    L&K Saatchi & Saatchi won the account in a multi-agency pitch on the strength of its strategic and creative approach and was awarded the creative duties for brands like Roghan Badam Shirin, Traditional medicines, Cinkara, Naunehal Gripe Syrup and Corporate Communication duties.

     

    Hamdard Laboratories chief marketing officer Mansoor Ali said, “Hamdard is now geared to expand and innovate keeping wide product offerings and modern day consumers in mind. Hence a fresh approach and a strategic direction from our creative partner was critical for our brands. After a detailed evaluation, we finalised L&K Saatchi & Saatchi as our creative partner who we felt understands and shares the same passion with us.”

     

    L&K Saatchi & Saatchi CEO and managing partner Anil Nair added, “Hamdard’s exciting product mix is indeed a challenge and delight to work on. Keeping a fine blend of traditional with modernity, old with new, young with old, Hamdard as a brand gives our creative thoughts a new dimension that is very satisfying. And hence our creative strategy is completely in sync with Hamdard reoriented marketing strategy which we hope should culminate into great results in the market.”

     

    L&K Saatchi & Saatchi Delhi branch head and senior VP Sanjeev Gauba said, “Today’s markets needs very precise solutions, across mediums, to engage well with the consumer. Our passion was visible in our strategic and creative work. We are thrilled and honoured to be associated with these iconic brands and see a great long term partnership emerging with Hamdard.”

  • Roohafza gets innovative on billboards

    Roohafza gets innovative on billboards

    MUMBAI: Over the last two months, Roohafza has spread its communication across several multimedia platforms.

     

    Roohafza’s advertising campaign idea for 2014, centred on ‘Be Natural Be Cool’ has been stepped up on the outdoor medium and is targeted towards youngsters of SEC AA, A and B. The task behind the campaign was to bring alive the over 100 years old iconic brand and speak to the new age audience. Kinetic India is the agency that has executed the outdoor campaign.

     

    The campaign brief given to Kinetic was to ensure that the innovativeoutdoor display should serve the brand objective of addressing the natural lineage of the product head-on. Also the campaign is aimed to support and amplify outdoor to TV and print.

     

    Hamdard India brand manager Puneet Kapoor further elaborated, “People perceive Roohafza as a rose based syrup. What’s less known is that Roohafza is a unique blend of 15 herbal ingredients and fruit juices. The campaign aims to build on the natural goodness of the product and at the same time refresh our connect with the younger generation with the message of ‘Be Natural Be Cool’.”

     

    The two month outdoor campaign has rolled out in Mumbai, New Delhi, Aurangabad, Kanpur, Lucknow, Agra, Amritsar, Ludhiana, Chandigarh, Panchkula, Mohali, Ambala, Jaipur, Jodhpur, Ajmer, Indore and Bhopal and ends in mid July.

     

    The main areas covered in this outdoor campaign are key junctions and main arterial routes of the tar. The inventories used in traditional media are billboards, unipole, bus shelters and metro panels with innovation. The innovation is done by keeping in mind a Roohafza bottle of which half indicates different ingredients of the drink and the other half show syrup inside the bottle.

     

    Other than this, the bottle is depicted to be tilted and is being poured in the glass with a cut out of a glass and a base of a lot of ice indicating its best had cold to feel refreshed.

     

    “Our challenge was to bring the wow factor in the outdoor innovation and highlight the unique ingredients of Roohafza. We came up with a solution where we used a larger than life 3D bottle of Roohafza on the outdoor media highlighting the unique mixture of ingredients that goes in making Roohafza,” said Kinetic India vice president and business head Raj Mohanty.

  • Reminiscing lovely Roohafza moments

    Reminiscing lovely Roohafza moments

    MUMBAI: Hamdard‘s division Roohafza launches its new activation campaign ‘My Roohafza story‘. The Brand invites its consumers to share their moments of indulgence with Roohafza. The participants stand a chance to be featured in upcoming Roohafza television commercials.

    Elaborating on the idea behind the campaign, Hamdard senior GM and head marketing Tarundeep Singh Rana says: “Millions of consumers over the last 10 decades in India have grown up with Roohafza. It‘s a brand that is very dear to Indians and everyone has their own fond memory of Roohafza. Thorough this campaign we seek to capture these stories and make them a part of the brand history.”

    The TVC is conceptualised by Triton Communication, Delhi and features actress Ragini Khanna who talks about Roohafza moments that are worth reminiscing. The brand has launched a 360 degree campaign targeting all spheres from Television, to print; from radio to Outdoor marketing across India.

    The brand is also exploring the digital platform though its official Facebook page which has already garnered 81,000 likes.

    The campaign will be phased out in two stages. The first stage allows consumers to send in their Roohafza stories through SMS, email and Facebook. The second stage involves venturing into the print media and OOH media space in order to announce the winning stories.

    Triton Communication Delhi branch head Rohit Madhusudhan says: “Roohafza is a heritage brand and every generation will have stories and memories associated with the brand. We wanted them to come out and share with us the stories they have.”

    Interestingly, one of the most popular and loved brand Maggie noodles had earlier launched a similar campaign Main Aur Meri Maggie which proved to be a mega success. Let‘s hope this campaign works wonders for Roohafza as well.

  • ‘Yeh Jawaani hai Deewani’ cannot be released on TV or home video

    ‘Yeh Jawaani hai Deewani’ cannot be released on TV or home video

    NEW DELHI: The Ranbir Kapoor starrer Yeh Jawaani hai deewani cannot be telecast on television until further orders of the Delhi High Court.

    This follows a petition by the manufacturer of ‘Roohafza’, which says the film contains the "objectionable" dialogues against the squash.

    However, the film has already been released in theatres and so the order will not affect the theatrical screenings.

    Issuing notices to the director, producer and dialogue writers of the Ranbir Kapoor- Deepika Padukone starrer, Justice Manmohan Singh fixed the matter for hearing on 16 July.

    "The defendants (film makers), their agents, representatives, assignees or any other persons acting on their behalf are restrained from releasing the home video version of the movie", or "of any other version of the movie on cable television or television which contains the objectionable dialogues as complained in the suit."

    "However, it is made clear that this order is not applicable to the theatre version of the movie which has already released and the defendants are at liberty to omit the objectionable content from the film and proceed to release the home video version or any television version of the movie."

    The court order came on an injunction suit filed by Hamdard National Foundation, the manufacturer of Roohafza, claimed the product is a household name in and outside India and the film Yeh Jawaani Hai Deewani contained some "objectionable" dialogues about the Unani recipe.

    The petitioner said: "the defendants (filmmakers) have recently released the movie…which has hit the cinema halls and the said movie contains some dialogues which somehow shows the well-known product Roohafza in the manner which is detrimental to the interests of the plaintiffs (manufacturer) as a proprietor.

    "The dialogues in the movie would definitely damage the goodwill and reputation of the plaintiffs and is an actionable wrong in common law as well as statute…," the plea said.