MUMBAI: Hamdard Laboratories has assigned the creative mandate for its flagship brands to FCB Ulka following a multi-agency pitch.

Hamdard Laboratories, the 110-year old maker of iconic brands such as RoohAfza, Safi, Roghan Badam Shirin, Joshina, Sualin and a variety of Unani medicines, is in a transformational mode. New product launches and extensions, innovative brand communication and digital forays are now the norms at Hamdard, with a clear objective of building bridges with the young consumers and millennials.

As part of this mandate, FCB Ulka has been entrusted with the creative duties for Hamdard’s market-leading brands – RoohAfza, the recently launched ready to drink RoohAfza Fusion, SAFI, Joshina and Sualin. FCB Ulka’s Gurgaon office will lead this relationship.

Hamdard Laboratories chief sales and marketing officer Mansoor Ali says, “The creative mandate for such heritage brands is a huge responsibility, and we are happy to partner with FCB Ulka who came out with some path-breaking ideas in our meetings. Building bridges for heritage brands are not easy and we see the alignment of thought and purpose in FCB Ulka as a strategic partner. The future is heady and full of action, with new product launches and the need for innovative, even disruptive consumer advertising. I welcome the FCB team aboard.”

FCB India group chairman and CEO Rohit Ohri adds, “It is not often that advertising agencies get the opportunity to work on heritage brands like RoohAfza, Safi, Joshina & Sualin. We look forward to partnering Hamdard in this next exciting phase of growth in India and abroad. Our mission is to create ‘Never Finished’ ideas for these wonderful brands. Over the years, FCB Ulka has built and nurtured many heritage brands. We now proudly add Hamdard to that list.”