Mumbai: Hamdard has resisted to ride the wave of the “me toos”, in terms of the sensory experience, packaging or formulation. And it is now, in 2017, that they have forayed into the unique space of launching RoohAfza ready to drink, FUSION, in tetrapaks. An innovative clutter cutting product, with a unique and distinct offering.
RoohAfza Fusion is a unique concept that is being launched for the first time in India. It is a unique combination of RoohAfza with pure fruit juice. In addition to the product concept the product formulation too is quite distinctive & comes from the Herbal/ Unani roots of RoohAfza. Fusion’s formulation has the cooling power of 10 herbs. RoohAfza Fusion is designed as an ‘on the go” product. To be consumed chilled.
RoohAfza Fusion was test marketed in September last year in the Delhi NCR & UP region. This test launch was a great success showcasing brilliant results & feedback obtained from over 50,000 people (including consumers and trade partners). Basis the feedback received from the test launch, the product’s packaging has been revamped to connect better with the target audience by showcasing RoohAfza in a brand new, cool avatar. The packaging change conveys the concept of RoohAfza Fusion aptly and has a better shelf throw. Subsequently, basis the in-depth sensory panel study, the recipes of the product were also tweaked for an even better product experience.
Rooh Afza Fusion puts forward an amazing basket of offering to the consumers with 5 different flavours namely Lemon, Litchi, Orange, Orange-Pineapple and Mango. Rediffusion Y&R has worked on the brand’s latest campaign and brings together a communication of this fusion of disparities, highlighting the fact that RoohAfza FUSION now comes with a tangy fruit twist. The TVC is supported by a 360 degree campaign.
Mansoor Ali- Chief Sales & Marketing Officer, Hamdard said, “Building bridges is never easy, especially when you are looking at transcending traditional formats, mindsets or generations. The task on RoohAfza was clear: To build an extension to reach out to a completely new set of consumers – the young and the millennial, while retaining the huge mass of loyalists of the brand. The new RoohAfza Fusion delivers on all fronts – the same heritage taste, accentuated by tangy fruit juices, and in a format that enables ease, convenience and injects that required ‘coolness’ to the brand. This is going to be a category shaker.”
Pranav Sharma, ECD, North -West, Rediffusion Y&R said, “Go Red- That’s the bridge for me between RoohAfza and Fusion in terms of communication. I was surprised to see that all the flavours of Fusion, be it mango or lemon; they are all red in colour! And that’s the starting point, which eventually became the end point giving us the brand line- Go Red. But the film was executed in an all white background with a lot of innovative transitions and camera work. The effort was to make it look edgy, stylish, fresh and different from what we see in usual fruit juice ads. As a director I pushed the execution in terms of its visual language and I’m confident that it will work for the brand in terms of the recall.”
Suman Varma, Head Operations, North, Rediffusion Y&R said ,“I have been involved in the product journey in various capacities right from its inception, so it is naturally very exciting to see the launch of the brand RA Fusion. The product has been designed keeping the unique flavour of Roohafza in mind and spiked with different flavours. It certainly is a very refreshing drink . I wish the product finds easy acceptance with everyone, across age-groups”
