Indiantelevision.com Team

(9 April 2008 5:30 pm)

MUMBAI: Hamdard, a Delhi-based healthcare major, has roped in Bollywood actress Juhi Chawla as the brand ambassador to endorse their flagship brand Rooh Afza.

Hamdard Laboratories is planning to achieve 33 per cent growth and a Rs 2.5 billion turnover this year. The company aims for a 26 per cent sales growth for this brand.

Joshina, Sualin and Roghan Badam Shirin are the company’s other power brands, which account for 60 per cent of its turnover.

Hamdard CMO Arshad Siddiqui says, “Although our brands are salient due to their iconic stature and unsurpassed quality, there was a need to re-energise 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."

A new TVC, with the tagline Freshness ka Naya Sur, aims to highlight Rooh Afza’s taste, fragrance, colour and goodness through multi-sensory activation. The ad features a family, on a hot Sunday afternoon, sitting completely tired and sapped in their living room. Juhi, the mother, sees all this and starts humming something.

She creates three different delicacies with Rooh Afza - nimbu pani, lassi and milk shake. The hum has already stirred up the lethargic family and as she gives the Rooh Afza mixes to the family, we see that with every sip the whole family perks up with energy and start dancing.

Introduced in 1907, Rooh Afza is manufactured according to the original formulation.

Chawla says, "I am drinking it since my childhood and the taste is the same since years. So I am happy to be the part of my childhood drink.”

Sidiqui adds, “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."