The #GhulkeJiyo campaign has been conceptualized by FCB Ulka
Mumbai: Rooh Afza – the quintessential “soul-refresher” for over 100 years has been India‘s favorite drink for generations. Today, the brand launched its new TVC campaign called #GhulkeJiyo, celebrating India’s unity in diversity. The campaign crafted and conceptualized 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.
‘The place where everything different comes together to create magic’ is the best way to define India in a sentence. However, the magic seems to be disappearing and every day the country is witnessing a new-born discrimination. Conveying this important message, the TVC asks the countrymen to GhulkeJiyo. RoohAfza is merely a liquid inside 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’ that it stands for. The TVC showcases this aspect of Ghulna Milna beautifully, in a 90-second montage film depicting five different scenarios and a soothing background score conveying, “zara ghulke zara milke, ye hai India meri jaan”.
Mansoor Ali- Chief Sales & 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 one 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. This TVC, with its thought evoking stories, visual and heartfelt lyrics will communicate directly with the consumers and create a dialogue emphasizing 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 which 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.“
Agency: FCB Ulka
Chief Sales & Marketing Officer: Mansoor Ali
Brand Manager: Urooj Ashraf, Mohd. Aqeel
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, S Srinath, 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