Mumbai: Innocean India has announced the launch of a new brand campaign for iconic beverage RoohAfza, reinforcing its positioning as “RoohAfza. A Timeless Classic.” Conceptualised by Innocean India in collaboration with Hamdard Foods India, the campaign celebrates the drink’s enduring presence in Indian households and its deep cultural roots.
Built around the insight that young Indians are increasingly seeking emotional anchors in a fast-paced and fragmented world, the campaign positions RoohAfza as a constant across generations. Rather than being rediscovered as a new trend, the brand is portrayed as a familiar and soulful companion embedded in everyday rituals and shared celebrations.
The film interprets “timeless” as something that never goes out of fashion and “classic” as a mark of superior quality that stands out over time. Together, the narrative reinforces RoohAfza’s identity as the “Drink of India.” Staying true to its legacy of over a century, the brand is shown not chasing trends but continuing to be part of personal milestones, seasonal traditions and family gatherings.
With this campaign, the brand aims to move beyond its loyal consumer base and drive trial among first-time users, particularly Gen Z audiences who are aware of the brand but may not have experienced it yet. The communication also taps into a broader cultural shift that celebrates nostalgia, roots and the idea that tradition itself can be trendsetting.
Commenting on the campaign launch, Santosh P Kumar, COO, Innocean India, said, “RoohAfza is one of those rare brands that has never needed to reinvent itself to stay relevant. Its strength comes from being part of India’s everyday life across generations. With this campaign,we kept the storytelling honest and human, so the idea of ‘A Timeless Classic’ feels exactly like RoohAfza does, familiar, inclusive, and enduring. We also wanted the campaign to invite former and first time consumers to reconnect with a brand that has always belonged to India.”
Adding to this, Hamid Ahmed, CEO of Hamdard Foods India said,“Rooh Afza has always been deeply intertwined with India’s journey. This campaign is our way of honouring the country’s past while celebrating its present, through the moments, memories, and emotions that connect generations. Timeless by nature, Rooh Afza continues to be a part of India’s everyday life, carrying forward a legacy that has endured for over a century.”
The campaign is currently live across platforms and will be amplified through an integrated rollout spanning television and digital media, further strengthening RoohAfza’s positioning as an enduring symbol of Indian tradition and shared experiences.
