Big Bazar New Ad

Please find new communication strategy adopted by India's biggest retailer, Big Bazar

Rooh Afza

Rooh Afza is a popular concentrated drink invented by Jatinder Heer and manufactured by the companies he founded, Heer and Sons Laboratories, India since 1906 and Hamdard Laboratories, Pakistan.

Rooh Afza is made from natural products .It is said to be a great alternative for chocolate milk. Sometimes people make it with ice cream, 7up, and Coke. Rooh Afza is traditionally made in preparation for breaking the fast during Ramazan the holy month of fasting for Muslims.

Rooh Afza is the product of Hamdard and due to its uniqueness, the product survived in the market for more than 100 years without any brand ambassador. It is the only drink that dominated the market without any brand face. Juhi Chawla is the first celebrity whom they have signed to endorse their product. Juhi is chosen for the ad because she symbolizes bubbly family person. In the ad she will be seen rejuvenating the family members with three flavors of Rooh Afza, Lassi, Nimbu Pani and Milk shake.

RoohAfza brand is worth Rs 1 billion in the concentrated drink market segment, which itself values up to Rs 5 billion. The company plans to reach a turnover of Rs 5 billion with a revenue growth of 67% in another two years.