Hamdard has launched an activation campaign titled ‘My Rooh Afza story’ for its beverage brand Rooh Afza. The campaign includes of a TVC created by Triton Communications that went on air on 10 June and spans two phases.
The entry phase invites people to send in their stories comprising special moments spent with the brand. In the second phase, the brand will announce winners and showcase their stories. The multimedia campaign will straddle print, outdoor, radio and digital.
The ad features TV actor Ragini Khanna seated in a living room playing narrator. She says that the viewer sees enough stories on TV serials everyday and now it’s time to see stories of real people. The film then shows clips from past Rooh Afza ads accompanying her narrative. Sipping on a glass of Rooh Afza, she cites the example of Ritika who enjoys her Rooh Afza while dancing in the rains with her companion. A young cricketer Rahul enjoys his glass of the drink with iced golas. An old man is bribed by his wife with Rooh Afza in his lassi, to press her legs. Khanna conveys that Rooh Afza makes special moments more enjoyable with loved ones. She invites people to send in their special stories via an SMS or by posting on the brand’s website or Facebook page, to be a part of Rooh Afza’s next advertisement.
On the insight behind the campaign, Tarundeep Singh Rana, senior general manager and head marketing, Hamdard, said, “Millions of consumers over the last 10 decades in India have grown up with Rooh Afza. It’s a brand that is very dear to Indians and everyone has their own fond memory of Rooh Afza. Through this campaign we seek to capture these stories and make them a part of the brand history.”
Rohit Madhusudan, branch head, Triton Communications, Delhi, said, "Rooh Afza 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."
The first phase of the campaign was launched in mid-June. Alongside the TVC, OOH, print and radio legs also kicked off.
Client: Hamdard (Rooh Afza)
Agency: Triton Communication
Branch director: Rohit Madhusudan
Creative director: Subroto Mittra
Assistant creative director: Raju Deolikar
Copy supervisor: Nishant Gupta
Account management: Saurav Barua, Anshuman Chatterjee
Production house: Blue Turtle Films
Producer: Satya P Ranjan
Director: Akash Reddy