Rooh Afza targets the youth

Rooh Afza, the flagship brand from Hamdard (Wakf) Laboratories, has launched a multi-pronged on-ground campaign.

The month long campaign, titled Rooh Afza Summer Festival, went on-ground on 1 June, with execution planned mainly for the metros and other strongholds of the brand, including Noida, Gurgaon, Chandigarh, Ludhiana, Jaipur, Mumbai, Chennai, Bengaluru, Hyderabad and Ahmedabad.

Now the campaign has been extended to Tier II and Tier III cities.

The campaign offers patrons and prospective consumers the chance to taste Rooh Afza in a variety of new recipes. The campaign has been worked out by Triton Delhi.

The agency has aimed the campaign so that it interacts and involves a younger set of prospective consumers.

The campaign addresses the brand's proposition and aspirations at many levels - it reaffirms the brand's pull towards youth as the new targeted section, it communicates to its consumers the different formats in which the product can be used, and also works to counter the brand's limitation of being only a 'drink-at-home' product.

For engaging the consumers, the organisation has mocktail tasting counters at six different malls in all the cities, for consumers to walk in and try out the various flavours using Rooh Afza.

Rooh Afza on Wheels, a special branded mobile centre, is travelling across cities, driving sampling of all the innovative desserts and mocktails with the product as a main ingredient.

Radio Mirchi and Big FM are also into the campaign for consumers to engage with the product. Consumers are invited to call depending on which operator is part of the campaign in their city, and leave their party schedules, along with an innovative recipe with Rooh Afza as a primary ingredient.

The brand has also tied up with celebrity chef Neeta Mehta, who has launched a booklet which compiles several Rooh Afza recipes. The booklet is also being distributed through the multiple touch points of the campaign.