MAM
Roohafza gets innovative on billboards
MUMBAI: Over the last two months, Roohafza has spread its communication across several multimedia platforms.
Roohafza’s advertising campaign idea for 2014, centred on ‘Be Natural Be Cool’ has been stepped up on the outdoor medium and is targeted towards youngsters of SEC AA, A and B. The task behind the campaign was to bring alive the over 100 years old iconic brand and speak to the new age audience. Kinetic India is the agency that has executed the outdoor campaign.
The campaign brief given to Kinetic was to ensure that the innovativeoutdoor display should serve the brand objective of addressing the natural lineage of the product head-on. Also the campaign is aimed to support and amplify outdoor to TV and print.
Hamdard India brand manager Puneet Kapoor further elaborated, “People perceive Roohafza as a rose based syrup. What’s less known is that Roohafza is a unique blend of 15 herbal ingredients and fruit juices. The campaign aims to build on the natural goodness of the product and at the same time refresh our connect with the younger generation with the message of ‘Be Natural Be Cool’.”
The two month outdoor campaign has rolled out in Mumbai, New Delhi, Aurangabad, Kanpur, Lucknow, Agra, Amritsar, Ludhiana, Chandigarh, Panchkula, Mohali, Ambala, Jaipur, Jodhpur, Ajmer, Indore and Bhopal and ends in mid July.
The main areas covered in this outdoor campaign are key junctions and main arterial routes of the tar. The inventories used in traditional media are billboards, unipole, bus shelters and metro panels with innovation. The innovation is done by keeping in mind a Roohafza bottle of which half indicates different ingredients of the drink and the other half show syrup inside the bottle.
Other than this, the bottle is depicted to be tilted and is being poured in the glass with a cut out of a glass and a base of a lot of ice indicating its best had cold to feel refreshed.
“Our challenge was to bring the wow factor in the outdoor innovation and highlight the unique ingredients of Roohafza. We came up with a solution where we used a larger than life 3D bottle of Roohafza on the outdoor media highlighting the unique mixture of ingredients that goes in making Roohafza,” said Kinetic India vice president and business head Raj Mohanty.
MAM
DB Group names Abhay Dubey as chief brand marketing
Seasoned marketer brings regional muscle and launch savvy to DB
LUCKNOW: Dainik Bhaskar Group has appointed Abhay Dubey as chief brand marketing, strengthening its leadership bench as the media major sharpens its focus on brand-led growth.
Dubey steps into the role after a high-impact stint as regional marketing manager at Reliance Broadcast Network, where he led data-driven regional campaigns and rolled out new initiatives from concept to completion. Based in Lucknow, he steered end-to-end account marketing, orchestrated launch events, and fine-tuned go-to-market strategies with a sharp eye on budgets and brand visibility.
Before that, he served as area marketing manager at Mahindra Holidays & Resorts India Limited, handling business development, media buying and integrated branding campaigns across Uttar Pradesh. His remit included planning new service launches and working closely with creative agencies, media owners and government departments.
Dubey also held the position of brand manager at EM3 Agriservices Pvt. Ltd., where he drove product launches, demand generation and stakeholder engagement. Earlier in his career, he was head of marketing at Saffron Communications Pvt. Ltd., overseeing integrated campaigns across sectors, and began his journey at Jagran Engage, building experience in advertising and lead generation.
With expertise spanning digital marketing, brand management, demand generation and below-the-line advertising, Dubey brings both strategic planning skills and hands-on execution experience to the table. His track record suggests a marketer who is as comfortable crunching numbers as he is crafting narratives.
At DB Group, he is expected to shape sharper brand strategies, amplify market presence and ensure campaigns that do not just make noise, but make sense.
