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<ul><li>Joshina's Mr Sardi Zukham is played by <keyword id="6209" type="PERSON" weightage="20" keywordseo="Rajesh-Khera">Rajesh Khera</keyword>, who is also known for his stint as Onida Devil. </li><li>He played the Onida’s Devil in 2004.</li><li>Joshina’s latest ad is conceptualised by <keyword id="10181915" type="COMPANY" weightage="20" keywordseo="mortals-on-mission">Mortals On Mission</keyword>, Mumbai.</li></ul><keyword id="347370" type="COMPANY" weightage="20" keywordseo="Hamdard-Laboratories">Hamdard Laboratories</keyword> (Medicine Division) today launched its all-new integrated marketing campaign for Joshina. The campaign features Onida’s Devil from 2004, Rajesh Khera as Mr Sardi Zukham. Joshina claims to fight various flu-like symptoms and defeats Mr Sardi Zukham in an engaging and empathetic manner to prevent individuals from any microbial infection amid the COVID-19 outbreak. It is ready to use- a form of the popular Joshanda to cure common cold, catarrh, cough, sore throat and fever due to flu. <div type="Youtube" id="m2Jhj6lkn1A" title="Sardi Ka The End | Hamdard Joshina" thumbUrl="https://i.ytimg.com/vi/m2Jhj6lkn1A/mqdefault.jpg"></div> Recreating Mr Sardi Zukham’s personification from 2016, the latest digital TVC breaks away from the clutter to focus on Joshina’s preventive measure against seasonal flu &amp; cold, which is more than a regular troublemaker in breathing rather it, is affecting the mental harmony of individuals amid the COVID-19 outbreak. <div type="Youtube" id="F50VzChCUvE" title="Hamdard - Joshina 75sec" thumbUrl="https://i.ytimg.com/vi/F50VzChCUvE/mqdefault.jpg"></div> As an integrated marketing campaign, Hamdard Laboratories will utilize POS, Radio, Digital platforms, and other mediums to engage with their specific target audience, and it will be further amplified through print media. Commenting on the launch of Joshina’s latest marketing campaign, Suman Varma, Chief Marketing Officer, Hamdard Laboratories (Medicine Division), said, “A nagging cough and cold can ruin anybody’s day by making them feel sluggish and irritable. Joshina is a time-tested product that fights the first signs of cough and cold. It also provides relief to itching throat. In times like today, it is worth treating the body with natural ingredients. Joshina is an amazing product for respiratory health and is known for its preventive power. Joshina can be consumed by people of all age groups without any apprehension regarding its side effects.” Pranav Sharma, Creative Head, said, “Sardi- cough &amp; cold is like an unwanted guest which comes visiting every year and stays in our body leaves us exhausted! However, with Covid-19, a regular cold is also viewed suspiciously. Even a mild cough and cold today is viewed as a symptom of something bigger, thus raising the antenna for doubt and suspicion. Joshina is a perfect cure to kill sardi in the bud stage .The film is treated like a suspense thriller. Sardi is personified. We have tried to make it relevant in the current scenario and highlighted the product efficacy story.”

Hamdard's Joshina is back with its Mr Sardi Zukham ad

<ul><li>The campaign ‘Sachai Andar. Achaia Bahar’ celebrates inner beauty. </li><li>It features personalities like <keyword id="4744383" type="PERSON" weightage="20" keywordseo="Anny-Divya">Anny Divya</keyword>, <keyword id="9902232" type="UNKNOWN" weightage="20" keywordseo="ashweeta-shetty">Ashweeta Shetty</keyword>, Mira Erda, Gladstone Peter, Chandeep Singh and Angad Dariyani.</li></ul>Embodying the spirit of ‘Beauty lies in the eye of beholder’ Hamdard Laboratories has launched its new campaign ‘Sachai Andar. Achchai Bahar’ for their brand, SAFI. Celebrating people inside out, the campaign features men and women from different walks of life who have made a mark despite all odds but emerged victorious. The campaign ‘Sachai Andar. Achaia Bahar’ attempts to redefine true beauty and adds new parameters against the set stereotypes by society. Personalities like Anny Divya , world’s youngest woman commander to fly Boeing 777; Ashweeta Shetty - Tedx speaker from being a beedi roller; Afshan Ashiq - Captain of J&amp;K women’s football team; Mira Erda - youngest formula 4 girl driver in India; Gladstone Peter, a one man band; Angad Dariyani- maker of India’s first 3D printer; Chandeep Singh - world record holder for fastest 100 mtrs para skating and Sanober Pardiwala - India’s first stunt woman, are featured in the campaign. <div type="Youtube" id="5brWQ0GaMXo" title="Hamdard Safi | Sachhai Andar Achhai Bahar" thumbUrl="https://i.ytimg.com/vi/5brWQ0GaMXo/mqdefault.jpg"></div> It will be an integrated marketing campaign and the company will leverage PSOM radio, and digital mediums to maximize reach and spread the message of appreciating beauty without any categorization or set standards. Hamdard Laboratories partners with Radio Mirchi to bring unique stories of men and women who are breaking stereotypes to make a mark for themselves. It is an engaging narrative that aims to convey that people are beautiful inside out. “Health and wellness deserves the highest priority today. The pandemic has made people conscious of their health and hygiene. It is my belief, that when people eat well, sleep well and keep their bodies cleansed of impurities the result is not just great. It is miraculous. A healthy body and mind comes with a perk of glowing skin. I bet on SAFI to give such results. Natural herbal remedies are always beneficial. Try for yourself .Stay healthy. Stay safe,” said <keyword id="159634" type="PERSON" weightage="20" keywordseo="Abdul-Majeed">Abdul Majeed</keyword>, Chairman, and Managing Trustee, Hamdard Laboratories (Medicine Division). On the launch of its latest product campaign, Suman Varma, Chief Marketing Officer, Hamdard Laboratories (Medicine Division) said, “Our new campaign celebrates the true spirit of people who are beautiful inside out. It’s about the power of self-belief, determination that adds another dimension of glow. Positioned as Sachchai Andar. Achchai Bahar, it reflects the product truth. Safi purifies the blood from inside to give us glowing skin outside.” According to Pranav Harihar Sharma, Creative Director, “Every genius seems crazy at first. But what they seem, they never are. This is the core thought of Safi campaign, connecting the product with the philosophy of Sachai Andar. Achai Bahar. The campaign showcases eight talented people of India who have broken stereotypes to reflect their self- belief and their act is what makes them beautiful and celebrated. The idea makes a point that you are not what you look. The glow on the face is the glow that comes from within.”

Hamdard Safi's latest campaign celebrate people from different walks of life who've made a mark despite all odds

<ul><li>The brand is taking their widely loved and recognized RoohAfza into two new extensions – RoohAfza Fusion and <keyword id="9409688" type="UNKNOWN" weightage="20" keywordseo="roohafza-milkshake">RoohAfza Milkshake</keyword>.</li><li>It comes in 5 flavors – Luscious Litchi, Refreshing Lemon, Delicious Orange, Exciting Pineapple and Orange and Juicy Mango.</li></ul><keyword id="347370" type="COMPANY" weightage="20" keywordseo="Hamdard-Laboratories">Hamdard Laboratories</keyword> India, that owns a legacy of more than 100 years, is expanding its product portfolio with the launch of ‘<keyword id="2379102" type="PERSON" weightage="20" keywordseo="Ready-to-drink">ready to drink</keyword>’ products. The brand is taking their widely loved and recognized RoohAfza into two new extensions – RoohAfza Fusion and RoohAfza Milkshake. Hamdard Laboratories, Foods Division has launched a unique fusion of RoohAfza with real fruit juices in a ready to drink, Tetrapak format for the Indian market. RoohAfza Fusion promises the burst of RoohAfza with the taste of fruit juices in 5 flavors – Luscious Litchi, Refreshing Lemon, Delicious Orange, Exciting Pineapple and Orange and Juicy Mango. The new RoohAfza Fusion packs promise the double impact of the goodness of RoohAfza and fresh fruit juices, promising health and refreshment with a sensational twist of flavors. Hamdard is also launching RoohAfza Milkshake that brings together the nutritional value of milk with the refreshing taste of RoohAfza. <keyword id="7608084" type="UNKNOWN" weightage="20" keywordseo="hammad-ahmed">Hammad Ahmed</keyword>, Chief Mutawalli, Hamdard Laboratories India commented, “RoohAfza has been a beloved drink of India for generations. Our teams have done a tremendous job in finding an expression of the flavour with tropical Indian fruits. It is a truly magical combination, made with Hamdard’s reputed quality standards, and crafted with passion. RoohAfza has been delighting customers for more than a 100 years and we hope our new offerings will continue to delight for many years to come. We have been receiving feedback that an overwhelming number of people drink RoohAfza with milk. So we took it as a challenge to present the best combination of healthy and quality milk with the unique flavours of RoohAfza, and we are proud of the final product. Those looking for the perfect milkshake need look no more. The Fusion range of RoohAfza with tropical fruits and the RoohAfza Milkshake have been prepared with Hamdard’s blending expertise to present the best ready-to-drink experience. We want our customers to enjoy their favourite drink in these new flavours that are convenient and delicious. ” Mansoor Ali, Chief Sales &amp; Marketing Officer, said, “RoohAfza has occupied a prime space in the homes and hearts of millions, and is aptly called “The Drink of India”. With the objective of expanding the RoohAfza offering, and building bridges with the younger, convenience seeking consumers, we have strategically forayed into the Ready-to-Drink segment. RoohAfza Fusion, as the name suggests is a delightful mix of RoohAfza and fresh fruit juices in 5 exciting flavours. RoohAfza Milkshake provides the unbeatable combination of RoohAfza, milk and vanilla, to provide for a lip smacking sensorial delight. These products come to you in the aseptic Tetrapak packaging, ensuring safety and refreshing taste in every sip. I invite every discerning consumer to try these uniquely flavoured ready-to-drink products from the RoohAfza family. RoohAfza and its family, as always continues to be the ‘refreshingly local’ Indian brand that everyone loves.”

Hamdard Laboratories India launches ‘ready to drink’ RoohAfza Fusion and RoohAfza Milkshake

<ul><li>In our latest interview series, we talk to brands to understand how they are coping with the new normal and their strategies towards navigating these difficult times.</li><li>Mansoor Ali, Chief Sales and Marketing Officer, <keyword id="5870384" type="COMPANY" weightage="20" keywordseo="Hamdard-India">Hamdard India</keyword> tells us which sub-brands are delivering right now, its increasing focus on e-commerce </li></ul>Hamdard India, that is home to 500 employees and home-grown products like <keyword id="1705724" type="PERSON" weightage="20" keywordseo="Roohafza">RoohAfza</keyword>, Safi, <keyword id="539809" type="PERSON" weightage="20" keywordseo="chyawanprash">Chyawanprash</keyword>, Sualin, to name a few, has been around for 113 years. It is using its old mantras and new-age marketing to sustain in today’s unusual environment. It is also one of the few companies that hasn’t resorted to salary cuts or lay offs yet. In fact, for Hamdard India, Ramzan is a peak period for its RoohAfza. Due to increasing focus on health, the immunity booster Chyawanprash has also seen an increase in demand. We caught up with Mansoor Ali, Chief Sales and Marketing Officer, Hamdard India to find out the brand’s marketing strategy and how it is distributing its products amid a nationwide lockdown. Excerpts: Q. Can you give us a perspective on how Hamdard is operating right now? Which sub-brands are you delivering and how? We have been able to get our manufacturing and supply chain aligned to the market demand. Since it is the beverage season, we are producing and supplying RoohAfza and other essential items to the market with considerable efficiency. Q. How many employees work with Hamdard India? What kind of measures have you taken to keep them safe? We have over 500 employees working at Hamdard Laboratories India. All the employees, including sales teams have been on WFH mode from the time the lockdown was announced. Advisories on safety for employees and their families have been sent out constantly. A COVID insurance policy has also been taken to support employees in the event that anything unfortunate happens. Q. How are you dealing with the economic slowdown, what does this quarter for you look like? Hamdard flourished even after demonetization and GST. However, when so many companies have resorted to laying off employees or salary right now, how do you see your brand taking the brunt? This quarter started off slow due to the impact of the COVID-19 lockdown. But slowly we have managed to assimilate resources and establish our product value chain from manufacturing to supply. Although it is not up-to expectations as per our quarter objectives, we have been able to sustain a sizable part of it. Hamdard, as the name suggests symbolises compassion for everyone. We have not resorted to any layoffs or salary cuts as of now. Q. Considering how people are becoming more health-conscious, have you seen an increase in demand for Chyawanprash? Yes, Chyawanprash as a category has grown across brands and markets. Q. What does your larger marketing strategy look like right now? Our marketing strategy, for the short term is in adaptive mode, wherein consumer behaviour during lockdown, and changed media consumption habits are important drivers in deciding campaigns and inputs to market. Media mixes have been tweaked, and digital/ social media marketing has taken a much larger chunk of our marketing spends. Influencer marketing and user generated content is driving engagement and brand salience in consumers. Q. TV viewership and digital engagement continue to increase, where are you betting your money? As explained in the previous question on our marketing strategies that is where we are spending. In addition to on TV campaigns, we have aligned our media mix to focus more on genres like news, movies etc which have taken the centre stage amidst this lockdown. Q. How have you seen consumer behavior change in the past month? Consumers have been induced into a new normal. The initial focus was on filling up on essentials, driven by the panic of not having enough at home. Once that was achieved, consumer emotion has shifted from structured, everyday routine to indulging in family oriented themes, back to natural concepts, and a unique sense of self awareness in terms of health and mental well-being. Consumers have focussed their energies on enhanced interactions on the digital space, with OTT platforms and online media taking prime share. Work as a concept has taken on new meaning, with WFH being as effective (if not more) in many sectors. This will have an overarching impact on people’s priorities in making choices on lifestyle and consumption. Q. How do you think retail will function once we resume normalcy? Will you continue betting more money on e-comm even then? Structured retail (modern trade) will take a hit for some more time. A lot of first time users have interacted with, and seen the benefits of e-commerce, and that will continue to grow. Covid-19 has in many terms been an inflection point for Indian consumers to adopt digital media, e-com and cashless transactions. Our focus on e-com will continue to grow. Q. As a brand who is a 'companion in pain' and specializes in health and wellness, do you plan on launching new health care products such as sanitizers, fruit wash or hand wash with a 'Hamdard' touch? We will continue to invest in categories that are close to our core.

You Searched For "Hamdard Laboratories" and got 4 results

Hamdard's Joshina is back with its Mr Sardi Zukham ad

BI India Partner

Hamdard Safi's latest campaign celebrate people from different walks of life who've made a mark despite all odds

BI India Partner

Hamdard Laboratories India launches ‘ready to drink’ RoohAfza Fusion and RoohAfza Milkshake

BI India Partner

Marketing in the times of COVID-19: Hamdard India

Karuna Sharma

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