RoohAfza has celebrated India’s unity in diversity in its new campaign #GhulkeJiyo. 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.
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’ it stands for. The new insight-based campaign showcases this aspect of Ghulna Milna beautifully in a montage film depicting different scenarios and a soothing background score taken from an evergreen song “Yeh hai Bombay Meri Jaan” from the film ‘CID’. It conveys, “Zara ghulke zara milke, ye hai RoohAfza meri jaan, …ye hai India meri jaan”.
Mansoor Ali, Chief Sales and Marketing Officer, Hamdard, said, “RoohAfza is a heritage brand, and comes with a lineage of being the only “natural refresher”. 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 together in harmony...ghul mil ke! This TVC, with its thought-evoking stories, visual and heartfelt lyrics will connect directly with consumers’ hearts and create a dialogue emphasising the facet of togetherness.”
Debarpita Banerjee, President, FCB Ulka, said, “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.”
Surjo Dutt, National Creative Head, FCB Ulka, said, “The challenge was to make a 100-year-old iconic drink relevant for the youth of 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 that 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," said Dutt.
Chief Sales & Marketing Officer: Mansoor Ali
Brand Manager: Urooj Ashraf
Agency: FCB Ulka
President: Debarpita Banerjee
National Creative Head: Surjo Dutt
National Planning Director: John Thangaraj
Business Head: Lokesh Sah
National Films Head: Alpa Jobalia
Creative: Abhijeet Ray, Arijit Sengupta, Arijit Gupta, SSrinath, Moumita Pal, Deepak Latwal
Account Planning: Mohini Verma, Vaidehi Tandon, Disha Bhattacharya
Account Management: Akshay Sharma, Anurag Nair, Shrikanth Bhandarkar
Films Team: Mazhar Khan
Production House: Bubble Wrap Films
Producer: Richa Lal, Ketaki Guhagarkar Surve
Director: Jaydeep Sarkar