New Delhi, India, Feb 20th: Some brands are created in a moment, some evolve with changing times. And a rare few transcend time altogether. For over a century, Rooh Afza has stood apart as one such brand—deeply embedded in India’s cultural memory, flowing seamlessly through generations, traditions, and everyday life.
More than just a drink, Rooh Afza has long been a witness, a companion, and a constant. It has been present in celebrations big and small, in moments of pride, joy, and togetherness, as well as in the quieter, everyday experiences that shape Indian lives. Across homes, regions, and rituals, Rooh Afza has continued to be part of India’s most memorable moments—always familiar and welcoming.
Building on this enduring legacy, Rooh Afza’s latest campaign brings together some of India’s most cherished celebratory moments, drawing from the country’s rich past while remaining firmly rooted in the present. The campaign captures moments of achievement, unity, and shared emotion as experienced by the people who lived them, passed them on, and continue to carry them forward.
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.
True to its legacy, Rooh Afza does not chase moments or trends. It belongs to them. For over a hundred years, it has flowed through personal joys and shared celebrations, everyday rituals and defining milestones—not as a novelty of its time, but as a constant presence in Indian lives.
Commenting on the campaign, Mr 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.”
With this campaign, Rooh Afza reinforces its place as not just as an iconic beverage, but as a timeless symbol of shared experiences—one that continues to reflect India’s evolving story while remaining rooted in its soul.