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RoohAfza targets millennials in latest campaign

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MUMBAI: RoohAfza, a refreshment beverage for over 100 years, has been India’s favourite drink for generations. This summer, the brand launched its new TVC campaign called #GhulkeJiyo, celebrating India’s unity in diversity.

The campaign crafted and conceptualised by FCB Ulka stays true to what RoohAfza is, but finds a way to connect with Indian millennials who are progressive yet immensely proud of their culture.

Hamdard chief sales and marketing officer Mansoor Ali says, “Every time we come up with a new campaign, we want to address a key issue that is prevalent in our society. Being a 111-year-old drink and loved by consumers across all age groups and segments, RoohAfza has stood the test of time, not solely because it’s a great refresher, but because at its core it stands for something far larger — togetherness! This campaign is a call for everyone to come together and live in harmony.”

FCB Ulka president Debarpita Banerjee adds, “RoohAfza is a lot more than a refreshing beverage. For a lot of us it is nostalgia in a bottle. Along with its natural ingredients, beautiful colour and unique taste, it is also a drink that almost had the power to bring people together, cutting across all age groups, belief systems and geographies. And this was the task we set upon ourselves. To re-introduce this iconic stature to the younger generations of our country.”

RoohAfza is a sharbat in a bottle, but the magic happens when it is mixed and mingled with things. RoohAfza, in its refreshing way asks India to come together and celebrate the ‘unity in diversity’ that it stands for. The new insight-based campaign showcases this in a montage film depicting different scenarios and a background score taken form a very popular evergreen song “Yeh hai Bombay Meri Jaan” from the film CID.

FCB Ulka national creative head Surjo Dutt mentions, “The challenge was to make a 100-year-old iconic drink relevant for the youth of today. Only when we mix and mingle with each other is when we truly come together. Just like Roohafza's unique taste which comes out only when it is mixed with something else. It was an absolute pleasure bringing this idea to life using an iconic song, paired with heart-warming visuals.”

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