The campaign crafted and conceptualized by FCB Ulka stays true to the Rooh Afza brand, and finds a way to connect with Indian millennials who are progressive yet immensely proud of their culture.
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. Being the unmatched “drink of India”, Rooh Afza has the stature and position in every consumer’s mind to be able to take this communication platform. The campaign crafted and conceptualized by FCB Ulka stays true to the Rooh Afza brand, and 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 conflict. Conveying this important message, the TVC asks the countrymen to Ghulke Jiyo.
