The objective of the campaign is to generate brand awareness and connect the younger generation with RoohAfza. It is aimed at bringing alive the 108-year-old brand and make it speak to the new age audience.
The 3D cutout, installed on the billboard, shows a tilted bottle half-filled with different ingredients used in the making of the drink, while the other half shows the liquid as it is poured into a cutout of a glass. The idea is to give the campaign a strong amplification.
Puneet Kapoor, brand manager, Hamdard India, says, "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 campaign not only showcases the unique ingredients that goes inside the product but also has a message for the audience especially the younger generation. It attempts at bringing alive over 100 years old brand and make it speak to the new age audience."
Raj Mohanty, vice president and business head, Kinetic India, the OOH company, says, "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 larger-than-life 3D bottles to highlight the unique mixture of ingredients that goes into making RoohAfza the refreshing drink that it is."
Designed by JWT Mindset, the two-month-long campaign that started on May 9 will continue till July 17. It uses billboards, unipoles, bus shelters and metro panel formats to generate buzz among the masses. The media strategy involves placing these hoardings at key junctions and main arterial routes across 17 cities. It targets the SEC A and B audience.
The campaign covers markets such as Mumbai, New Delhi, Aurangabad, Kanpur, Lucknow, Agra, Amritsar, Ludhiana, Chandigarh, Panchkula, Mohali, Ambala, Jaipur, Jodhpur, Ajmer, Indore, Bhopal. The other products from Hamdard include Unani medicines, Isabgol, Joshina, Masturin, Safi and Sualin.