Developed by Unani physician, Hakim Hafiz Abdul Majeed in 1907, Hamdard RoohAfza – the unique formulation of herbs and pure juices – has been going strong since the last ten decades of its creation. To further strengthen its 100-year bond with consumers, the country’s favorite cooling drink has launched a month-long story contest called ‘Meri RoohAfza Story’. Apart from Facebook, one can also share their RoohAfza stories via SMS and e-mail.
Conceived and developed by full-fledged digital marketing agency Magnon \ TBWA, the “Meri RoohAfza Story” seeks to capture stories of those who have, over the years, developed fond memories around the brand. The story with maximum votes on Facebook will stand a chance to win the contest and be featured in the upcoming Roohafza TVCs!
‘Meri RoohAfza Story’ Facebook contest
Hosted on a Facebook app, one can participate in the Meri RoohAfza Story’ contest only after ‘liking’ the RoohAfza Facebook page. Click on ‘Start Sharing’ to begin with.
Write your story within 1000 words and invite your family and friends to vote for your entry. Remember the maximum votes can make you a winner but the final discretion lies with Hamdard RoohAfza. Through ‘view stories’, one can read stories submitted by others and also vote for them.
How good is ‘Meri RoohAfza story’?
Stories create a stronger bond and can be leveraged by brands for pushing positive brand messages. With social media at their disposal, storytelling has taken an altogether different meaning, with the end consumer also contributing to the making of those stories. ‘Meri RoohAfza story’ will certainly help in making those stories an integral part of the 100-year brand history. Besides co-creating history with the brand, the chance to be featured in the upcoming Roohafza TVCs is a memorable incentive for the community.
Also, the neat layout and design coupled with simplicity of use, makes for a good user experience on the app. However, the app could have worked towards smoother navigation; once viewing stories, there is no way I could navigate back to adding my story. Also, including sharing features on a social platform like Facebook, will also help in increasing visibility. Nevertheless, being a ‘like’ campaign will help build its Facebook fan base and although not a unique concept, Meri RoohAfza story will go a long way in building consumer bonds.
Last year, a similar initiative was taken up by ‘Maggi’, another iconic brand for a quick and easy breakfast in most Indian households. Consumers were invited to share their Maggi stories in the Share your Maggi moments contest.
Hamdard RoohAfza has been quite active in the social media space, especially on occasions of celebration. This Holi, it ran a contest asking users to upload their Holi pictures, with the most voted picture winning a year’s supply of the cooling beverage!
I’m sure you have your summer stories with RoohAfza. Do participate and let us know your experiences with ‘Meri RoohAfza story’.