Rooh Afza: Rejuvenating a Century-old Brand

On March 16, 2016, India-based traditional Health and Wellness company Hamdard Laboratories (Hamdard) launched its most ambitious ‘360 degree campaign’ called ‘Go Greedy’ for its flagship brand Rooh Afza, the scarlet-hued refresher or Sharbat . The campaign was launched as a television commercial (TVC) as well as on social media, and was also leveraged across print media such as newspapers and magazines and outdoor media. The campaign was based on the theme that youngsters want more from life and was aimed at re-positioning the century-old Rooh Afza to appeal to a young ‘Target Group’.

According to Nilotpal Singh, Brand Manager, Hamdard, “The brand’s value has been translated into sentiments which have been losing context in today’s lifestyle. However, the rate of new trials among younger generation is slow, which is not a good sign at this stage of product life cycle especially in a young country like India. The new campaign for Rooh Afza aims at bridging the gap between generations by staying relevant among youth, uplifting imagery and driving engagement.