Celebrating ‘Unity In Diversity’
Despite the colas of the world, RoohAfza, the quintessential ‘favorite drink’ for many Indians, has stood its ground for several decades.
The brand’s latest TVC campaign called ‘GhulkeJiyo’ — crafted and conceptualised by FCB Ulka — stays true to what RoohAfza is and also finds a way to connect with Indian millennials. What it showcases is that India is a place where everything different comes together to create magic. However, the magic seems to be disappearing and every day the country is witnessing a new-born conflict. So the brand through this TVC is essentially asking Indians to ‘Ghulke Jiyo’.
Says Mansoor Ali, chief sales and marketing officer of Hamdard, “Every time we come up with a new campaign, we want to address a key issue that is prevalent in our society. A 111-year-old drink 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 together in harmony...ghul milke! This TVC, with its thought-evoking stories and heartfelt lyrics, will connect directly with consumers hearts’ and create a dialogue emphasising the facet of togetherness.”
“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 out for. To re-introduce this iconic stature to our younger generations,” says Debarpita Banerjee, president atFCB Ulka.
The new RoohAfza campaign urges India to come together and celebrate the ‘unity in diversity’ that it stands for. The TVC is a montage film depicting different scenarios with the background score “Yeh hai Bombay Meri Jaan” from the film ‘CID’.
Says Surjo Dutt, national creative head of FCB Ulka, “The challenge was to make a 100-year-old iconic drink relevant for the youth today. As the idea ‘ghulke jiyo’ took shape, we knew we had something that would resonate with the entire country, across all ages. Only when we mix and mingle with each other is when we truly come together. Just like Roohafza’s unique taste which comes out when it is mixed with something else. ”
