MUMBAI: Hamdard has appointed Bollywood actress Juhi Chawla as its first ever brand ambassador to endorse their flagship brand – Roohafza – in India.
Hamdard India chief marketing officer Arshad Siddiqui informed that the endorsement deal was signed last week.
Siddiqui said, “Roohafza brand maker Hamdard Laboratories is planning to achieve 33 per cent growth and Rs 250 crores turnovers this year. The company aims 26 per cent sales growth for this brand alone. Joshina, Sualin and Roghan Badam Shirin are the company’s other power brands, which account for 60 per cent of its turnover.”
“Although our brands are salient due to their iconic stature and unsurpassed quality, there was a need to reenergise the appeal of Rooh Afza among the younger target group. In Juhi Chawla, we saw a perfect fit for Roohafza and the messages the brand conveys,” he added.
In 100 years of Roohafza’s history, Chawla is the first brand ambassador signed by Hamdard. The brand’s new tagline is ‘Freshness Ka Naya Sur.’
Chawla added, "I have been drinking it since my childhood and the taste is the same since years. So I am happy to be the part of my childhood drink.”
“Today in the days of media fragmentation doing clutter breaking advertising is a desired effect. At this point of time, we have appointed Juhi Chawla as our brand ambassador for Roohafza. We believe she fits the brand values of being a fresh, effervescent and a bubbly family person,” Siddiqui said.
The new TVC features a family, on a hot Sunday afternoon, sitting completely tired and sapped in their living room. Juhi, the mother, sees all this and starts humming something. We see her creating three different delicacies with Roohafza – Nimbu Pani, Lassi and Milkshake. The hum has already stirred up the lethargic family and as she gives the Roohafza mixes to the family. With every sip the whole family perks up with energy and starts dancing.