Hamdard roped in Juhi Chawla as brand ambassador of Rooh Afza

Company Brief

New Delhi, April 07, 2008

Hamdard, a Delhi based healthcare major, recently has roped in Bollywood actress Juhi Chawla as the brand ambassador to endorse their flagship brand, Rooh Afza, in India. Arshad Siddiqui, Chief Marketing Officer, Hamdard India informed that the endorsement was signed with Juhi Chawla for brand ambassador of rooh afza in Mumbai, last week. Arshad Siddiqui said, Roohafza brand maker Hamdard Laboratories is planning to achieve 33 per cent growth and Rs 250 crore turnovers this year. The company aims 26 per cent sales growth for this brand alone. Joshina, Sualin and Roghan Badam Shirin are the company’s other power brands, which account for 60 per cent of its turnover. Adds “although our brands are salient due to their iconic stature and unsurpassed quality, there was a need to reenergise the appeal of Rooh Afza among the younger target group. In Juhi Chawla, we saw a perfect fit for Rooh Afza and the messages the brand conveys.” In 100 years of Rooh Afza history she is the first Brand Ambassador signed by Hamdard Company. Now, Freshness ka naya sur, is tagline for Rooh Afza's.

Introduced in 1907, Rooh Afza has been the country’s favourite drink for generations. Manufactured according to the original formulation, Rooh Afza’s taste, fragrance, colour and goodness remains unsurpassed even after 100 years of its creation. Juhi was so happy to be the brand ambassador of the product she said, "I am drinking it since my childhood and the taste is the same since years. So I am happy to be the part of the my childhood drink.” Says, Siidiqui, “Hamdard has always believed in keeping the consumer taste and preferences in mind and in creating products that are natural, healthy and for the well being of a family. Today in the days of media fragmentation doing clutter breaking advertising is a desired effect. At this point of time, we have appointed Juhi Chawla as our brand ambassador for Rooh Afza. We believe she fits the brand values of being a fresh, effervescent and a bubbly family person.

The TVC with a tagline, Freshness ka Naya Sur, aims to highlight Rooh Afza’s unparalleled taste, fragrance, colour & goodness through multi-sensory activation. The ad features a family, on a hot Sunday afternoon, sitting completely tired & sapped in their living room. Juhi, the mother, sees all this and starts humming something. We see her creating 3 different delicacies with Rooh Afza …Nimbu pani, Lassi & Milk shake. The hum has already stirred up the lethargic family and as she gives the Rooh Afza mixes to family, we see that with every sip the whole family perks up with energy & start dancing.

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