Red & Ready To Relish

Tag line: Jashn Ka Asli Mazza

Client: Hamdard Wakf Laboratories

Brand: Rooh Afza

Creative Agency: Triton Communications Pvt. Ltd., New Delhi

Creative Director: Raju Deolikar

Creative Supervision & Concept: Baljeet Kaur

Director: Sanjeev Choudhuri

Production House: Dress Circle Movies
Duration: 40 secs

Year: 2010

Story: The TVCs for Hamdard’s age old drink Rooh Afza hit TV screens as mercury continues to sap spirit & energy this summer. The flagship brand from Hamdard can now be seen as an excellent additive to drinks, mock-tails & desserts, in addition to its role as a revitalizing nutritive drink it already is. The campaign has been devised through a montage film to capture the moments of celebrations, which are well entrenched in our society.

Message: Seeking to keep up with the times & associating itself with moments of celebration, Rooh Afza interacts & involves a younger set of prospective consumers – a TG that is actively sought after to engage with the brands. Having the first mover advantage (as there is no competition from any brand which is used both as a drink & as an additive), it aims to project Rooh Afza also as a great additive for drinks and desserts. This communication should help the brand cut through the perception of being a summer product & prolong the usage of the product round the year. (***)

Insight: Everyday in our lives, there are moments of celebration. And we seek to celebrate these moments with food & drink. With Rooh Afza already entrenched as an all natural refresher, the celebration positioning can offer the brand an opportunity to strengthen & extend the brand franchisee to a larger platform, which is not only at home during summers, but with the larger family (friends, neighbours, colleagues, relatives, etc.), & on occasions which are memorable for all. Rooh Afza aims to occupy the slot of the perfect refresher in all moments of celebration. (***)

Freshness: It is yet another rehash of the ‘loved by Indians of all ages & all regions’ formula that we have seen many times before; product enjoyment shots set to what they hope will be a memorable jingle. Of course, there’s no consumer insight. There doesn’t seem to be any attempt to break new ground in the concept or the execution. The jingle isn’t hum-able. One can’t remember the line even after seeing it three-four times. And there’s nothing in the casting or acting that makes you want to see it again. (*)

Verdict: The ad is run of the mill & there is nothing extraordinary in it. It does put across the idea of celebrating with Rooh Afza, but it’s not a groundbreaking concept. As the objective is to establish the novelty of a drink made with Rooh Afza, it may take time to establish the freshly discovered taste. But at least, this is not a linear conventional film with a regular product window & is focused on showcasing Rooh Afza as an additive product, rather than a mere beverage.