 |
Rooh Afza: Rejuvenating a Century-old Brand
EXCERPTS
THE RISE
Rooh Afza, the flagship product of Hamdard, was launched in 1907. At that time, special bottles were not used to market syrups in India. Instead, used bottles of wine of any size, color and shape which were available were used to pack and sell syrups and beverages. Rooh Afza was the first sharbat for which white bottles of uniform size (750ml.) were used. Rooh Afza was also the very first sharbat which had a label on a beautifully printed wrapper made of butter paper. An attractive bottle in a stunning packing was a distinctive feature of Rooh Afza at that time. It was the first brand in India to recognize the theory of standardization and to introduce transparent bottles of uniform shape and size |
|
… AND THE FALL
Like many other long-lasting local brands, Rooh Afza too began to face a threat from large and famous beverage multinational brands which came to India after ‘globalization’ in the early 1990s...
REPOSITIONING ROOH AFZA TO CONNECT WITH THE CUSTOMERS
The company wanted to give the brand a makeover and position it as something that was beyond a regular beverage and focused on reinventing and refreshing the brand and the company. In 2001, Hakeem’s great grandsons Hamid Ahmed (Ahmed) and Asad Mueed (Mueed) took up the responsibility of running the business...
GO GREEDY CAMPAIGN
In 2016, after a year-long planning, and consumer-oriented research, Hamdard unveiled a new-360 degree campaign for Rooh Afza called ‘Go Greedy’, conceptualized by Rediffusion Y&R. ..
OUTLOOK
As of 2016, Rooh Afza remained the flagship product in the Hamdard portfolio, with a turnover of INR 6 billion and a 40% share amid other brands of Hamdard like Saafi, Roghan Badam, Sualin, Joshina, and Cinkara...
EXHIBITS
Exhibit I:Objective of Hamdard
Exhibit II:Hamdard’s Mission and Vision
Exhibit III:Hamdard Laboratories Products*
Exhibit IV:Beverage Market in India
