ISLAMABAD: Pakistan’s national carrier has teamed up with local company Hamdard to launch a carbonated version of the popular Rooh Afza drink on flights ahead of Ramadan, the chief operating officer of Hamdard said on Friday, causing social media users to be both overjoyed and skeptical.
Rooh Afza, a rose-flavored concentrate of herbs, fruits, and flowers popular throughout South Asia, is a staple of Ramadan in Pakistan, particularly in summer when it is mixed in cold water or milk and served at sunrise Sehri and sunset Iftar meals.
Hamdard CEO Usama Qureshi said he was thrilled to be collaborating with Pakistan International Airlines (PIA) to serve the new carbonated drink ‘Rooh Afza Go’ to the airline’s passengers.
PIA spokesman Mashood Tajwar confirmed that the drink would be officially launched inflight and at airport lounges on May 15.
“It’s been some time that customers have been after us to produce a carbonated drink,” Qureshi told Arab News in a phone interview. “I am getting a great response across Twitter, Linkedin, Facebook, text messages.
“People of all ages are very excited,” he said. “It’s been overwhelming.”
He said he had thought of several names for the product, including Rooh Afza Remix or Rooh Afza Bubbles, but settled on Rooh Afza Go because the drink would be served to PIA passengers on the go. The drink will have its own distinct taste, Qureshi said, and wouldn’t simply be a classic Rooh Afza drink in a can with sparkles added.
“We had a discussion with Pakistan International Airlines about launching the product on their aircrafts during Ramadan so that passengers traveling during Iftar time could have it,” said Qureshi, saying it was an honor for two iconic brands to be working together to bring people “the nation’s favorite local drink.”
He also said this was an ideal time for the two brands to join hands as they were both going through branding changes.
“[We] both are going through a transformation phase,” Qureshi said. “We have somehow transformed ourselves into a modern organization and PIA is also making strides, so for both of us there is commonality in our growth and our struggle.”
PIA Wajwar said the drink would be served in airport lounges as well as inflight.
“It’s an idea to give our passengers the best we can when traveling through the month of Ramadan and particularly during iftar time, we will be serving it in the lounges [as well],” he said.
Unsurprisingly, the news of Rooh Afza’s launch as a carbonated drink sparked a spread of responses on Twitter.
TV anchor Iqrar ul Hassan said it would be a “big hit.”
Twitter user Zainab Nida said her parents would soon be traveling on PIA and she hoped they would snag her a can.
The naysayers also made an appearance.
“What kind of sorcery is this,” wrote Twitter user Shehryar Khan, though he added that as a gesture of “cultural loyalty” he would give it a try.
“This will either turn out to be the best thing to happen to Rooh Afza or the worst thing to happen to Rooh Afza,” wrote Twitter user @DandiaAsad. “There will be no in-between.”