How does a legacy brand become relevant to a changing world that is getting younger? By donning a younger and a racier avatar. A task easier said than done, most would point out, but that is what the over 100-year old Rooh Afza, the flagship brand from Hamdard Laboratories, is setting out to achieve as it launches its most ambitious and possibly the most expensive brand campaign ever today. The re-positioning campaign has been conceptualized by Rediffusion Y&R under the charge of its executive creative director (North & West), Pranav Harihar, who has also directed the film. In the Hamdard portfolio, Rooh Afza remains the flagship brand with a 40% share, according to Mansoor Ali, chief sales & marketing officer, Hamdard. Other brands in the portfolio include Saafi Boshan Badam, Sualin, Joshina, Cinkara etc.
Sharing the backdrop of the repositioning exercise exclusively with ET, Ali says, "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." He added, "Accordingly the twist we've taken on the age old adage laalach ek buri bala hai to laalach ek kala hai symbolizes the fact that the very act of greed can become an art... if done for others, or to follow your own passions.
