Integrated Marketing Communications

ROOH AFZA Hamdard is one the increasing number of organizations who recognize and value their brands as strategic assets that are built through deeds, not merely words or images. While there has been a noticeable increase in more traditional marketing and communications among product and service companies, marketers at Hamdard believe that the right starting point is a thorough examination of how the brand is built today.

It begins with identifying each point of interaction, or brand “touch point,” between the company and its constituents, where the “deeds” of brand building are actually carried out. Here, a company can uncover he various opportunities for its brand to be positively upheld or negatively represented. Rooh Afza since its early stage has remained a beverage that every Pakistani living in Pakistan and abroad can easily relate to. And especially, the individuals living aboard consider Rooh Afza part of their growing up and their life back at homeland.

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It takes a long phase and successful journey for a product to reach such a stage, a stage Rooh Afza is without doubt present in. Since 1907, when the first stock reached the retail stores, till today when the bottles stand one shelves displaying their real essence of being a true health oriented drink that has its strong brand identity established over the years. It is therefore Rooh Afza out of the Hamdard line of products that generates almost 50% revenue that’s make it a true star product.

Rooh Afza is associated with the red color health drink that helps people to regain their spirit and their lost strength of the day, making them feel good as new and full of energy, using the same brand name on other extensions might not have that great an impact Rooh Afza drink had. Rooh Afza, at present represents a great opportunity for the agency to flex is creative muscle. The red colored sherbet made with Unani formulations are no longer the fuddy-duddy household drinks of the yore. It has been repositioned as ‘a modern cool drink with natural properties’ for the youth.

While the shift is indeed quite radical, the company has a bigger challenge to address in the market place. Rooh Afza in the past had been associated as a conventional drinks that for the entire family for significant events. Over the years the campaigns that are recalled are the ones where the entire family is sited together over iftar time and are consuming the product as part of the their food intake after the fast, giving them a sweet, cool, uplifting drink that marks the need of thirst completed in an effective way.

With the campaign this summer introduces a couple in a modern home dressed in sophisticated attire, consume Rooh Afza after the husband comes home after a tiring and hot day from work. The wife serves him a glass and consumes one herself showing how essential Rooh Afza proves to be in a person’s daily life. The medical benefits associated with the product Rooh Afza has the clear advantage of bringing out and supply it as a drink that an individual requires with the urge of consuming it after a day in the sun.

Since areas of Pakistan are relatively warm facing summer most of the year, a revitalizing drink that gives you back your energy is something every person requires while leaving a herbal fruity flavor as an after taste. Rooh Afza with its strong brand name has given it an edge over the competitors, upon a survey research it was concluded that % of the sample population recalled the brand when asked for a ‘Laal Sherbet’ brand.

Over the years Rooh Afza has achieved such success that the product is not only consumed as a rejuvenating drink ,the same product, being used with milk and ice-cream desserts give people and extra flavor of taste and experience. Basically, Rooh Afzah is leveraging on the 100 % brand recall. They know that the consumer will ultimately purchase Rooh Afzah in the hot summer season and that’s what proves that they have done the best integrated marketing communication.