MAM
Reminiscing lovely Roohafza moments
MUMBAI: Hamdard‘s division Roohafza launches its new activation campaign ‘My Roohafza story‘. The Brand invites its consumers to share their moments of indulgence with Roohafza. The participants stand a chance to be featured in upcoming Roohafza television commercials.
Elaborating on the idea behind the campaign, Hamdard senior GM and head marketing Tarundeep Singh Rana says: “Millions of consumers over the last 10 decades in India have grown up with Roohafza. It‘s a brand that is very dear to Indians and everyone has their own fond memory of Roohafza. Thorough this campaign we seek to capture these stories and make them a part of the brand history.”
The TVC is conceptualised by Triton Communication, Delhi and features actress Ragini Khanna who talks about Roohafza moments that are worth reminiscing. The brand has launched a 360 degree campaign targeting all spheres from Television, to print; from radio to Outdoor marketing across India.
The brand is also exploring the digital platform though its official Facebook page which has already garnered 81,000 likes.
The campaign will be phased out in two stages. The first stage allows consumers to send in their Roohafza stories through SMS, email and Facebook. The second stage involves venturing into the print media and OOH media space in order to announce the winning stories.
Triton Communication Delhi branch head Rohit Madhusudhan says: “Roohafza is a heritage brand and every generation will have stories and memories associated with the brand. We wanted them to come out and share with us the stories they have.”
Interestingly, one of the most popular and loved brand Maggie noodles had earlier launched a similar campaign Main Aur Meri Maggie which proved to be a mega success. Let‘s hope this campaign works wonders for Roohafza as well.
Brands
De Beers & GJEPC partner JioStar to promote diamonds in cricket broadcasts
New JioStar tie-up blends sport and style as diamonds shine on and off pitch
MUMBAI: De Beers Group has teamed up with the Gem & Jewellery Export Promotion Council to bring natural diamonds into India’s cricket broadcasts, marking an unusual crossover between sport and sparkle.
The collaboration, in association with JioStar, will see women anchors adorned with natural diamond jewellery throughout the cricketing season, adding a premium visual layer to studio coverage. From statement necklaces to cocktail rings and stacked bracelets, the idea is to place diamonds squarely in the spotlight of one of India’s most-watched formats.
In a first, the broadcast will also feature a weekly segment titled ‘Real Diamonds of the Week’, celebrating standout cricketing performances while drawing a parallel with the rarity and resilience associated with natural diamonds.
Beyond the studio, the campaign leans into a broader cultural shift. Cricketers Abhishek Sharma and Suryakumar Yadav front the initiative, reflecting a growing acceptance of diamonds as a form of everyday self-expression, including among men.
“India is reimagining its relationship with natural diamonds, and our partnership with JioStar is a celebration of that evolution,” said De Beers Group SVP Shweta Harit. She added that, much like cricket, natural diamonds represent something earned, enduring and rare, now increasingly tied to personal identity rather than just milestone occasions.
Echoing the sentiment, Gem & Jewellery Export Promotion Council chairman Kirit Bhansali said India is fast evolving from a manufacturing hub into a major consumer market for diamond jewellery. He noted that with India already the world’s second-largest diamond jewellery market and projected to reach Rs 1,500 billion by 2030, the cricket broadcast offers a powerful platform to connect with younger audiences.
The partnership also underscores a wider ambition within the industry to reposition natural diamonds as relevant, contemporary and woven into everyday culture.
From pitch-side drama to studio style, diamonds are stepping off the pedestal and into the mainstream, proving they can play the long game as well as any seasoned cricketer.
