Speaking about the campaign, Mansoor Ali, Chief Sales& Marketing Officer, said, “RoohAfza is a heritage brand, and comes with a lineage of being the only natural refresher. While it has a huge set of loyal consumers, it has become critical to make this drink aspirational and ‘cool’ for the youth of today. The youth, with minds of their own and anti-stereotype attitudes need to see something which resonates with their lifestyles and out-of-box thinking.”
Conceptualised by Rediffusion Y&R, the 4 minutes and 9 seconder long anthem is produced under the banner of Jigsaw Pictures. This musical ad film has been directed by Pranav Harihar Sharma, who wrote lyrics as well. Bollywood singer Sonu Nigam lent his voice to this ‘Laalachek kala hai anthem of Roohafza.
“The brand’s value has been translated into sentiments which have been losing context in today’s lifestyle. Brand growth has primarily been due to increased consumption among existing users belonging to SEC B & C between the age group of 40 and 50 years. However, the rate of new trials among younger generation is slow, which is not a good sign at this stage of product life cycle especially in a young country like India,” expressed Nilotpal, Brand manager, Hamdard.
The video redefines ‘greed’ through protagonists, starting with a young boy who has a kite but climbs a tree for another. It features several others who make the extra effort for others, or to achieve what they want, including a young woman reporting from a conflict zone, a wildlife photographer zooming in on a lion in the forest fearlessly, or even a young man who dares to do something unusual to charm a girl he’s interested in. The lyrics denote the shift from a Hindi adage ‘Lalach buri bala hai’ (Greed is evil) to ‘Laalach ek kala hai’ (Greed is an art). The film ends with those pursuing things passionately reaping the rewards for their efforts.
“The new campaign for RoohAfza aims at bridging the gap between generations by staying relevant among youth, uplifting imagery and driving engagement. We are sure that this will be the key drivers of growth in future. Go Greedy campaign speaks the language of youth and it is based on the ambition of today’s youth who is passionate about following their dreams,” added Nilotpal.