Popular beverage brand Rooh Afza has unleashed a new digital campaign that celebrates everyday lives of Indians as well as momentous occasions that mattered to the country.
For over a hundred years, Rooh Afza has stood apart as one such brand, deeply embedded in the sub-continent’s cultural memory, flowing seamlessly through generations, traditions, and everyday life.
Hamid Ahmed, CEO of Hamdard Foods India said, “Rooh Afza has always been deeply intertwined with India’s journey. This campaign is our way of honouring the country’s past while celebrating its present—through the moments, memories, and emotions that connect generations.
Timeless by nature, Rooh Afza continues to be a part of India’s everyday life, carrying forward a legacy that has endured for over a century.”
Through evocative storytelling, the campaign reflects India’s cultural richness in its most authentic form.
Spanning different eras and regions, it highlights how times may change, but a shared warmth and emotional connect runs through them all, binding generations together.
Watch the video here;
Editor’s Note
Come summer, every household in Indian sub-continent would aspire to have a sip of Rooh Afza during the 1980s and 1990s.
Touted as an alternative to expensive fresh-fruit juices (followed by unhealthy colas and tinned juices), the brand became a household name over the last 5 decades.
A controversial miss in the new Ad campaign is that the brand-owners have not mentioned the victory against Pakistan during the Kargil War in 1999 when India decimated its neighbor.
Hakeem Hafiz Abdul Majeed, laid the foundation of Hamdard Dawakhana in the year 1906 during the undivided India in the pre-Independence era.
Hamdard started as a small Unani clinic in the bylanes of old Delhi and has hence evolved globally in the field of relatively inexpensive Unani medicines.
Hamdard has a portfolio of FMCG including Milkshakes, Lassi, RoohAfza infused juices range in ready-to-drink format. The iconic RoohAfza was launched in a sugar free variant in 2025.
Hamdard also launched Coconut Water in a PET bottle, Glucose D, Squashes and other syrups to extend its portfolio.
In the recent past, Hamdard forayed into food categories like Spices, Honey, Saffron, Edible oil (Mustard and Olive oil), Vermicelli, Isabgol, etc.
The closely-held Hamdard Laboratories’ family business reported revenues of INR 258 Cr during fiscal year 2025 with a distribution strength spanning over 5 lakh points of sales with 600 staff.
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