MxMIndia

Tag: Rasna

  • Highlights people of all ages drinking Rasna and cheering to "We love you Rasna"

    Rasna launches Summer 2023 TVC campaign

    By Our Staff

     

    Rasna soft drink concentrate launches a new TVC at the onset of the Indian summer, with their favourite and highly recognised Rasna girl cheering to “We love you Rasna” alongside many guests attending a celebration in the TVC. 

     

    Commenting on the launch of the new TVC, Group Chairman of Rasna, Piruz Khambatta said: “The new Rasna TVC stands to set a benchmark in all our Rasna TV commercials, with our TVC’s enjoyed by millions in India and abroad. The key message being sent out by the brand is that Rasna is not just a product for children but can be enjoyed by consumers of all ages across demographics. Our aim is to reiterate the fact that Rasna products are enjoyed by consumers from urban cities to villages and everyone in between, whether it be a mid-aged lady or a teenage couple, Rasna is loved by everyone.”     

     

     

  • Music composer Mayur Jumani remixed the old 'I love you Rasna' jingle

    Django Digital crafts influencer campaign for Rasna

    By Our Staff

     

    Rasna, the soft drink concentrate brand, has rolled out an influencer campaign on Instagram. This is in association with its digital partner – Django Digital, collaborated with music composer Mayur Jumani to flip the iconic ‘I Love You Rasna’ tagline. Celebrity moms like Neha Dhupia and Soha Ali Khan Pataudi can be seen grooving to the song.

     

    Said Shivang Shah, Co-founder at Django Digital: “It has been a pleasure to work with a legacy brand like Rasna. Times have changed since we first heard the iconic ‘I Love You Rasna’ tagline and saw the evergreen advertisement on our televisions. To bring out the same emotions by adopting the new-age marketing strategy was a challenge we were willing to take on. We realised that this campaign was a success when moms in our neighbourhood were found grooving to this audio tune and sipping on Rasna with their children. The campaign has already garnered a reach of over 1m+ views and has created an engaged mom influencer community on Instagram. This just goes on to prove that Influencer marketing is one of the most effective ways to expand the brand’s reach and increase credibility in the market.”

     

  • Ropes in bloggers and influencers for promotion

    Grapes Digital campaigns for Rasna recipes

    By Our Staff

     

    Instant drink manufacturers Rasna has launched a campaign to expand its involvement in the kitchen with #LoveURasnaRecipes. The brand has collaborated with a set of influencers to share and amplify the message to reach out to the target audience. The videos were posted by the influencers on their social media platforms such as Facebook, Youtube and Instagram handle. The brand used the digital medium to create a personal connection and increase the brand value.

     

    Said Himanshu Arya, Founder and CEO- Grapes Digital: “Rasna had to move beyond boundaries as “Recipes” has been the most searched category in 2020 during lockdown 1.0 and given the current scenario recipes is going to become huge in lockdown 2.0 too. Rasna also aspired to create something different this year, which involves them with consumers more than before. This campaign given the GWI Report of consumer’s interests in learning new skills and cooking is bound to rise. Also, Influencer marketing is one of the most effective ways to expand the brand’s reach and increase credibility in the market. Bloggers and influencers have now acquired a prominent share in brands marketing strategies. Influencers have become a mainstream medium in the advertising world.”

     

    Added Piruz Khambatta, Chairman, Rasna Pvt Ltd: “Lockdown comes with a new normal and one new normal everybody is experiencing is the urge to become a cook. The urge to become a cook has opened doors for companies to innovate lots of products that can be used as cookery ingredients. How could Rasna be far behind? Through our soft drinks are always used for making beverages like falooda’s, mocktails milkshakes. Rasna has taken the lead this year to even make it into an additive to make items like cake, cookies, jellies and much more, of course in addition to our all-time favourite Ice Lollies”.

     

     

  • Rasna to launch an ad campaign with Saina Nehwal around the new product range

    Rasna announces Saina Nehwal as its brand ambassador

    By A Correspondent

     

    Rasna has launched a new variant that has no chemicals and preservatives, called Rasna Native Haat. It comes with a one-line promise to consumers to, go back to nature.

     

    To further promote the products, Rasna Native Haat has announced its new brand ambassador, Saina Nehwal, who has shot a TVC for both, Honey and Honey Vita products.

     

    Speaking at the event, Piruz Khambatta Chairman of Rasna Pvt. Ltd said: “We are extremely happy to collaborate with Saina Nehwal for our new ad campaign. Saina embodies the attributes of Rasna’s Native Haat range which focuses on health products that are chemical and preservatives free. We are committed to providing our consumers with new and innovative products.”

     

     

  • 'ExpertBridge' has been founded by Atul Chand, Arshad Siddiqui and Suman Varma

    Enter ‘Expertbridge’ for experts on demand!

    By A Correspondent

     

    Senior professionals Atul Chand, Arshad Siddiqui and Suman Varma have set up ‘Expertbridge’ to meet the growing needs of what’s called the ‘Gig Economy’.

     

    ‘ExpertBridge’, notes a communique, is a boutique offering of experts-on-demand to organisations in the areas of marketing – brands, digital, trade marketing, sales and distribution, retail and PR.

     

    Atul Chand

    Said Atul Chand, former CEO ITC Lifestyle: “A rapidly changing business environment and emergence of new consumer trends is throwing up immense opportunities to increase economic output and create sustainable value. Indeed, these are exciting times for all organizations, be it entrepreneurs, corporates, startups or investors.”

     

     

    Arshad Siddiqui

    Added Arshad Siddiqui, ex-CEO Rasna, President of SRL: “We share a singular goal to empower organisations and drive lasting positive change through a leadership stance, by embracing a new way of working with Gig workforce / experts-on-demand. We work towards adding value to our clients business”

     

     

    Suman Varma

    And this is what the third co-founder Suman Varma, ex JWT / Rediffusion Y&R, said: “The start-ups, the small and mid-sized companies who are hungry for growth and cannot afford high cost talent, benefit a lot from ExpertBridge. Of late, we have ourselves become Gigers, taking on projects and leading from the front. These are exciting times for both- the individuals, wanting to be independent and explore on one hand, and for companies who do not attract high quality talent on their payroll to get into short- term contractual arrangement . “

     

     

  • Three new blockbuster promotions with freebies and collectibles launched nationwide

    Rasna gets set for summer war with latest marketing blitzkrieg

    By A Correspondent

     

    With the onset of summer, Rasna is set to unveil new commercials featuring its brand ambassador Akshay Kumar along with new additions to the Rasna family. Rasna has developed two new TVCs for 2016 featuring its new model, the brand mascot for 2016 – a Gorilla. The company has also roped in the young Naisha Khanna as the new face of Rasna. The TVC has been directed by Curry Nation.

     

    In keeping with its tradition to offer new and innovative offerings every year, Rasna also announced the launch of three new promotions featuring interesting and exciting freebies and for children to go along with the summer drink. Specially designed musical toys – Muzos – will be given Free with any 32 glass pack of Rasna Fruit Fun.

     

    The other two promotions from Rasna this year are with the instant drink powder Rasna Fruit Plus. Also, with 500gms of any Fruit Flus, a Mobifan is free. The Mobifan is a specially designed hand fan which can be carried along to provide cool air any time anywhere or as Akshay Kumar has mentioned in the TVC, ensuring “fan following everywhere”.

     

    These new promotions were announced after an extensive research amongst kids and mothers between July and September of 2015, conducted by the company to ascertain the interests and attractions of children to bring them closer to the brand. The result is for everyone to see with the new engaging promos that Rasna has packed with the products.

     

    Piruz Khambatta, Chairman and Managing Director, Rasna said, “A home-grown brand which has given India the first value-for-money drink, Rasna, in its positioning stands for 32 glass with Celebration, Party and Dance Music. The core of the brand lies in enjoying the smallest moments of life and celebrating life. Over the last few years, we have launched several interesting and exciting new products that cater to a wide range of our audiences and suit the taste of both the masses and the classes. The new promotions for 2016 and the new ad film are yet another endeavour from us to ensure a gentler and direct connect with our consumers and cater to their specific requirements. The research we conducted in 2015 led us to formulate the strategy for this year and come up with an interesting and novel new commercial and a slew of interesting collectibles like the Muzos that kids can collect.”

     

    Rasna has developed two different TVCs, one each for their range of Fruit Fun and the Fruit Plus product range. The Fruit Fun ad will see the new Rasna girl, Naisha bravely and confidently engage with a Gorilla who emerges to scare kids playing in the garden. Naisha bravely faces the Gorilla to save her friends and starts playing the Muzos to the Gorilla, who stands confused and eventually starts dancing to her tune. As the ad progresses, the scared kids emerge from their hideouts and thank the girl for her bravery while calling her a hero. Towards the end of the ad it is revealed by Naisha that the Gorilla is the true hero as she reveals Akshay Kumar under the hood of the gorilla’s head. The ad closes with Akshay and the new Rasna girl echoing the most loved punch line – I Love You Rasna!

     

    The second film is more athletic featuring Akshay Kumar taking a swim and talking about fitness and being healthy. The film showcases the vital ingredients with an endorsement from Akshay confirming the presence of 21 vitamins, minerals and natural fruit energy in the drink.

     

  • Powder juices perform well in these markets as they are economical and nourishing, says the boss of packaged instant refreshment biggie Rasna. Piruz Khambatta tells MxMIndia what's not to love about Rasna, and why colas and 'dark' drinks are not a threat.

    We’re after the hot, poor countries: Piruz Khambatta, Rasna

    In a day and age where cola beverages have captivated the attention and pockets of the youth and masses to a large extent, there are still a handful of juice-based companies like the old-yet-strong Rasna that are still posing a threat to the cola players. In fact, if Mr Piruz Khambatta, Chairman and Managing Director, Rasna Pvt Limited is to be believed, the volumes of colas are seeing a downfall while juice-based drinks are churning out highest volume consumption.

     

    On the sidelines of the Mindshare-Brand Equity Compass 2012, MxM India’s Johnson Napier got Mr Khambatta to reveal the secret behind the company’s strong and consistent growth showing, on the need for regular product innovations and what the future augurs for brand Rasna.

     

    Q: Rasna has been around for quite a long time. What are some of the new trends that the soft drinks market has thrown up in the recent past?

    We’ve been the market leader for more than 20 years. To be a market leader you’ve got to have 2-3 facets right like the need to have a good product, a good distribution chain and a good marketing practice. All these three cannot exist without proper customer insight and knowledge. For example, earlier people wanted soft-drinks, today they want fruit drinks. Earlier, people were looking at drinks only for enjoyment but today they are looking at drinks for the nourishing value that it can bring. There were days when it was believed ‘deeper the colour better the drink’, if it was dark, it was good. But today the reverse is true. Today, if it is dark that means you have put more colour in and as a result the consumer doesn’t want to pursue such drinks.

     

    The question that arises is: how do you create a new product, how do you do proper marketing, how do you do proper distribution without customer feedback and knowledge? So I believe that today it is the duty of the top management (decision makers) to be in touch with the customer and know what is the customer’s requirements. Also, it is about doing research in a way that you interpret it correctly. Like I always say, if you are a good doctor you will interpret the X-ray film or the CT scan film yourself; you should not wait for a report card that will tell you what the outcome is. In the same way, companies should be able to read the data themselves – collect the data and find out the problematic areas. All this has to be done in record time as well, as most of the time when the issues are identified and sorted out the trends have changed. So management has to push for research and have it done in quick and record time.

     

    Q: At a time when cola products are flooding the market in a heavy manner, how are juice-based soft-drinks manufacturers like yourself keeping pace?

    I would say the sales of colas are actually going down. If you see market data, cola volumes are either in the negative or at the least. The highest volume data today is from juice-based drinks. At Rasna, we have never believed that we compete with a cola or a juice company; our actual competition is with water. That’s because the price-point is starting from Rs 1 a glass to Rs 5 a glass while competition starts from Rs 5 a glass. In fact the competition should thank us with folded hands because we are converting people from water to a beverage in the first place so that they can go and reap the benefits of it later.

     

    Q: How essential is it for beverage companies to keep innovating products to adapt to the changing palates of the consumers?

    At Rasna, based on what the customer wants we have made our products more juicier and fruitier and with more vitamins, glucose, calcium, and so on. I believe that as we have to dress with the times, so also, products too have to keep pace with the times. I could proudly say that most of our products have kept pace with the changing times and most importantly, the heart of Rasna is the value-for-money proposition that we offer our consumers. People consume Rasna because they find it value-for-money. Even today after so many years, we still remain one of the most value-for-money soft-drink companies in India. In Rs 2 nobody can give you as much vitamins and calcium and a juice which is as fresh as a freshly squeezed juice. In fact I think the biggest challenge is to keep the price-point at Rs 2 itself. My products have been priced at Rs 1, Rs 2 and Rs 10 for the past ten years and they haven’t changed as yet despite the slowdown and rising inflation. That is the strength of our strategy and the direction that we want to take as a company.

     

    Q: What is the growth that you have put up in the past year and what do you anticipate for 2012?

    We have always been growing at a double digit rate which is higher than the average growth rate of the market. In fact we have been growing more than the carbonated soft-drinks market. I always push my team to acquire a larger growth number. It also depends on the intensity of the summer as the soft-drinks market are summer-dependant. For the current year we have two major campaigns, one is with Genelia D’Souza and the other is with Virendra Sehwag. Sehwag will be seen promoting Rasna as an energy drink and not just a soft-drink juice.

     

    Q: What are your core mediums for carrying out promotional campaigns? Is digital being considered as an active medium by Rasna?

    We do not want to take the digital route as yet for our campaigns. As for Rasna, the vanilla markets could best be reached by television. In fact I am a big fan of television and films and I would also like to put my money on cricket. As for digital marketing, I will only use it as a tool to know what the customer wants but I wouldn’t be pursuing the medium aggressively as yet.

     

    Our budgets for television campaigns this year is about 50 per cent more than last year and would be in the range of Rs 30-35 crores. Right now we are going big on Hindi GECs; cricket is something that we are waiting for the broadcast players to quote the right price. I believe the prices will come down and maybe we could look at associating with IPL more seriously.

     

    Q: How have you grown across the many international markets that you are present in?

    We have our presence in more than 40 countries and we are doing localized marketing across each of these markets. Multinationals who make one ad and try to run that across countries have failed miserably and we do not do that. Some areas we do not advertise as distribution does it for us but in some areas we are on television, in-store etc. It all depends on the needs of the market.

     

    Q: Any plans to venture into new and emerging markets in the coming days?

    For Rasna, it is the hot and poor countries that we are after. Countries like Vietnam, Egypt etc are our key markets as I believe that powder juices perform well in these markets as they are economical and nourishing. Probably it is not as fun for the sales workforce but for the top management it is fun to be present there.

     

    Photograph: Fotocorp

     

  • The Anchor: Sneha Iype recalls 8 memorable characters on Indian television

     

     

    #1 “Hein hein hein … hein hein hein…” Remember the head-bobbing rabbit from the Lijjat Papad commercial of yesteryear? That had to be the most memorable of the lot for me.

    The jingle got under one’s skin and in those days on television there was no escaping the ingratiating opening laugh of the rabbit with the papad.

    The rabbit and the jingle obviously catapulted sales and recall hugely for this amazing Shri Mahila Griha Udyog Lijjat Papad cooperative movement in its initial years, today a big marketing movement story by itself.

     

    #2 “Surf ki kharidaari mein hi samajhdaari hai…” Lalitaji is probably the most iconic symbol of Indian advertising. She stood for the discerning middle-class woman who made smart decisions for her home and boldly presented her case. Unforgettable.

     

    #3 “Doodh ki safedi Nirma se aaye…” The girl in white swaying to the ultimate melodious jingle was such a success that even after all these years the client can’t seem to let go of the tune in any of their communication. It’s obviously their trademark. Nirma was synonymous with the happy, hummable jingle.

     

    #4 “I love you Rasna…” Rasna came up with an idea of showing the mother-child relationship through their product. This gave birth to the very famous commercial featuring the Rasna Girl (Ankita Zaveri). The ad was revolutionary in more than one sense. Not only did it position Rasna as a family product, but also introduced the tagline “I Love You Rasna”, which became immensely popular among the masses. Rasna kept this tagline for many years to come.

     

    #5 “La la la la, la la la la la…” Sing it aloud. It’s truly refreshing.

    Yes, that’s what Liril did in 1985. It broke out of the sari and put model Karen Lunel in a swimsuit under a waterfall, creating history for the brand and for Indian advertising. Another case where the brand was synonymous with freshness and lime because of its pathbreaking visual and music.

     

    #6 “Jab main chhota ladka tha, badi sharaarat karta tha, meri chori pakdi jaati…” Roshni ki duniya ka sartaj Bajaj. A most endearing film and a truly enjoyable one too. I can still watch it and enjoy it.

     

    #7 A boy and his dog. They were an icon for the “wherever you go our network follows” line. Vodafone , in those days “Hutch”, launched with this amazingly simple campaign and showed no phone in a commercial that communicated network. A big hit.

     

    #8 The Zoozoos were the IPL season 1 superstars. They stood for innovation and a great media tool with the release of one ad a day through the IPL series. They blew the minds of millions, giving Vodafone a huge edge in the advertising of their value added services. Very fresh and very cool too.

     

    Sneha Iype is Executive Producer, Nirvana Films