Hamdard building the bridges with its latest Ready to Drink - Rooh Afza Fusion!

Hamdard Roohafza   has been in existence for over a hundred years. Roohafza is a pure herbal formulation and is packed with huge health and therapeutic benefits. It has been a favourite of the millions , for years, from even before the colas came into existence. 

Hamdard has resisted to ride the wave of the "me toos”, in terms of products, packaging or formulation forever . But it is only in 2016 , that they have forayed into the unique spaceof launching Roohafza ready to drink , FUSION,in tetra packs.

RoohAfza Fusion is designed as an ‘on the go”product. To be consumed chilled.

Researched and tested in the able hands of specialists, the product has been designed most passionately by the connoisseurs and scientifically formulated to create the first note of the fruit to provide the taste of the flavour and the last note of ROOHAFZA to give FUSION its uniqueness , in a never - before avataar. Rooh Afza Fusion puts forward an amazing basket of offering to the consumers with 5 different flavours namely Lemon, Litchi, Orange, Orange-Pineapple and Mango.

Rediffusion Y&R has worked on the brands latest campaign and brings together a communication of this fusion of disparities, highlighting the fact that RoohAfza FUSION now comes with a tangy fruit twist. The TVC is supported by a 360 degree campaign.

Mansoor Ali- Chief Sales & Marketing Officer, Hamdard said, “Building bridges is never easy, especially when you are looking at transcending traditional formats, mindsets or generations. The task on RoohAfza was clear: To build an extension to reach out to a completely new set of consumers – The young and the millennial, while retaining the huge mass of loyalists of the brand. The new RoohAfza Fusion delivers on all fronts – the same heritage taste, accentuated by tangy fruit juices, and in a format that enables ease, convenience and injects that required ‘coolness’ to the brand. This is going to be a category shaker."

Pranav Sharma, ECD, North -West, RediffusionY&R said, “Go Red- That’s the bridge for me between Roohafza and Fusion in terms of communication. I was surprised to see that all the flavours of Fusion, be it mango or lemon; they are all red in color! And that’s the starting point, which eventually became the end point giving us the brand line- Go Red.  But the film was executed in an all white background with a lot of innovative transitions and camera work. The effort was to make it look edgy, stylish, fresh and different from what we see in usual fruit juice ads. As a director I pushed the execution in terms of its visual language and I’m confidant that it will work for the brand in terms of the recall.”

Suman Varma, Head Operations, North, RediffusionY&R said, “I have been involved in the product journey in various capacities right from its inception, so it is naturally very exciting to see the launch of the brand RA Fusion. Even in designing the packaging for Fusion, we were very clear it had to look unique. The graphic style resonates with the youth and flavours are exciting. We hope the brand does exceptionally well."

Credits
Client: Hamdard
Brand:  Roohafza Fusion
Agency: Rediffusion Y&R, Delhi
President: Dhunji S. Wadia
Chief Creative Officer: Rahul Jauhari
Head-Delhi Operations: Suman Varma
National Creative Head: Jaideep Mahajan
Writer (Script, screenplay) & director: Pranav Harihar Sharma
Business Head: Saurav Ghosh
Account Director: Siddartha Chaudhary
Production House: Gang Motion Pictures
Director: Pranav Harihar Sharma
Producers: Sreeram Ramanathan, Sumeet Kamath
DOP: Vishal Sinha
Music Director: Hanif Shaikh
Production Design: Nikita Jain
Production & Accounts: Nidhi Somane, Prakash Gotekar
Production Manager: Manish Soni

Film Link: https://youtu.be/UM63rHGhwyw