Rooh Afza, the rose sharbat that is a staple in every desi person’s kitchen, it’s delicious, easy to make and always on hand. The bright red beverage is deeply ingrained in our Pakistani culture, only a few brands hold such an emotional weight. It has been a household name for over a century, becoming synonymous with feelings of hospitality, Ramzan, and hot summer days.
Rooh Afza Pakistan recently launched a campaign titled ‘Chal mere Laal’, a beautiful love letter to the generations that have grown up with the drink.
The campaign was slowly unveiled through a series of teasers. The promos featured familiar settings and surroundings, subtly hinting at cherished memories associated with Rooh Afza.
‘Chal Mere Laal’—which translates to ‘Come along, my dear’ a phrase that is used as a term of endearment. The art of clever wordplay is that Laal not only means ‘dear’ but also the colour red – which coincidently is the colour of Rooh Afza.
One of the standout elements of the advert campaign is its visual representation of time, showcasing a timeline where the original Rooh Afza bottle travels over the years, stopping at key historical moments such as 1947, 1980, 1990, 2000, 2010, and 2020. This progression mirrored Pakistan’s journey as a nation, subtly embedding Rooh Afza into the national narrative. It highlights the original blue bottle and ‘Rooh Afza Light’, released in 2010—strengthening the campaign’s message that the brand has evolved with the times whilst also remaining an essential part of our lives.
A Journey Through Generations
The campaign was slowly unveiled through a series of teasers. The promos featured familiar settings and surroundings, subtly hinting at cherished memories associated with Rooh Afza with the terms ‘Down The Memory Lane, Chalta Hi Ja Tu’ and ‘Chal Chal Mere’ along with photos and videos of people sharing Rooh Afza during gatherings and celebrations, which showcased the drink’s association with togetherness. They also infused the subtle touch of Pakistani culture, from the paired food to surrounding aesthetics like showing an empty Purana ghar, all to indicate a strong message and emotional connection about nostalgia.
Is It a Win?
The campaign’s success could be attributed to several factors, such as emotional appeal, since unlike conventional advertisements that focus solely on product features, ‘Chal Mere Laal’ tugs at one’s heartstrings with its storytelling. It reminds the audience of their childhoods, associated memories with the drink, and moments of familial warmth.
Rooh Afza also subtly positioned itself as more than just a beverage—it is a cultural artefact that existed alongside Pakistan’s birth, sticking along from 1947 as it moved through decades. This timeline concept is particularly effective since it does not just show a brand history; it allows the audience to reflect on their personal history with the rose syrup.
A Lesson in Heritage Branding
Rooh Afza’s ‘Chal Mere Laal’ campaign sets a benchmark for heritage branding. As Pakistan moves forward in history, some traditions fade while others do stick with us. ‘Chal Mere Laal’ highlighted Rooh Afza as not just a drink but also tapped into its audience’s collective nostalgia. And in a rapidly changing world, this sense of continuity is more valuable than ever.