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Rooh Afza TVC ad

Rooh Afza TVC Advertisement, Commercial Review – #BrandAudit

Rooh Afza TVC Advertisement, Commercial Review – #BrandAudit

Rooh Afza has always positioned itself as the traditional eastern drink. Over the period of time, Rooh Afza has developed its brand on the basis of functionality as its value proposition. It created and developed the market space by offering a clear set of “Why one should choose rohafza”. Sometimes it depicted itself as the solution for hot weather while sometimes in winter it gave the recall ad by showing Rooh Afza and milk combo.

Rooh Afza TVC Advertisement

Rooh Afza TVC Advertisement

However, in the last two ads, Rooh Afza has moved away from offering the functionality of the product as the ad has seen putting in effort in emotional bond building. Let’s analyse ads:1 today:

In the particular ads, a dad is seen writing a letter to her daughter who has been married and has left home. The ads are interesting as it keeps the viewers captivated by emotionality and bond that is shared between dad and a daughter. The ad is 2.12 min long in which the dad describes how he misses the daughter and how the life has changed without her.

On the other side, the daughter is seen reading the letter without opening the gift which has been labelled as “ Zindagi Mubarak”

Rooh Afza TVC

Rooh Afza TVC

The ad goes on keeping the viewers emotionally intact with the brand until it reached the end where Rooh Afza develops the relationship with the viewers by showing a family association with the drink. Here Rooh Afza failed to embed the idea of why people should consume Rooh Afza this Ramzan. Though the ad cinematography, the bond building and emotional connectedness has been marvellous, and develop a strong brand recall, and word of mouth and social interaction. However, under the brand perspective, it failed to offer the reason to drink Rooh Afza in this summer. Also, another flaw of the ad has been, the brand came in the last few seconds of the overall ad which didn’t develop a conscious place in the mind of the customer.

Rooh Afza TVC ad

Rooh Afza TVC ad

Also, another thing the ad lacked is, it failed to develop a common bond of father and daughter with Rooh Afza, so sending the Rooh Afza as a gift and depicting the value of “feel like home” has gone in vain. However, a part from all these issues, the brand remains successful in developing the word-of-mouth and social media engagement due to the emotional content of the ad.

Rooh Afza Rating:

Rooh Afza Rating

Rooh Afza Rating

Rooh Afza

Rooh Afza
9.2

Value Perposition

9.5/10

Customer Captivity

8.0/10

Functionality

10.0/10

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