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Category: Rasna launches

  • Rasna launches two ad campaigns for this summer

    MUMBAI: Rasna, which claims to have a 97 per cent share of the Soft Drink Concentrate market in India, has launched two ad campaigns for summer.

    They are Rasna Juc-fit: Yeh To ACE Hai Boss and Ek do teen Rasna Beyblade Quest.

    While Juc-fit is Rasna’s latest and first offering in the category of ‘Health Drinks’, Beyblade is the new rage among kids all across the world. The commercials have been conceptualised by Mudra Advertising and produced by Nomad Films.

    Rasna Juc-fit: Yeh to ACE Hai Boss marks a shift in Rasna’s advertising strategy, which targets the entire family. The story effectively substantiates the health benefits offered by Vitamin A, C and E through the plot of the ad film. The ad features a father and a kid, who are ordered by the mother to clean the place they have littered. The health benefits of the drinks are substantiated by showing the father and the kid drinking Juc-fit and having fun while cleaning the floor with vacuum cleaner placed atop a toy car controlled by a remote.

    Rasna’s Juc-fit ad campaign signifies the company’s evolved strategy, which not just targets kids but parents and elderly alike. Rasna’s last campaign for the Ghar Ka range was essentially driven by adults and elderly, while Rasna’s Cola Cola and Juc-up targeted young mothers and kids. Rasna’s Juc-fit campaign intends to capture a larger audience base by positioning the drink as a family health drink.

    With Juc-fit, Rasna has ventured into an altogether new market segment of Health Drinks.

    Ek do teen Rasna Beyblade Quest sets the ball rolling for the Beyblade Championship, which will be sponsored by Rasna. The ad campaign urges kids to have their favourite drink, Rasna, by offering a unique opportunity to kids to win brand new Beyblade stations and get an entry into the final Beyblade Championship.

    A ‘Q card’ has been made available with every 1 litre pack of Rasna, where each ‘Q card’ has a letter printed on it, whoever collects ‘I Love you Rasna’ will win a Beyblade station along with an offer to participate in the Beyblade Championship. The championship, scheduled for July comes around the time when every third kid, aged between 4 to13, in the country is a Beyblade enthusiast.

  • Rasna launches new drink on Rotary Intl’s rath yatra

    MUMBAI: Rasna, which roped in Karisma Kapoor earlier this year as their brand ambassador, has joined hands with Rotary International to celebrate the club’s 100 years of existence.

    Rasna will be the official sponsor of the ‘rath yatra’ called – ‘Rasna Rotary Shatabdi Rath Yatra’, that Rotary International will be taking to almost 70-75 cities, where they have their clubs. The organisation has 128 clubs in these cities. Rasna will also be officially launching its new drink Rasna Herbal Jaljira during this yatra.
     
     

    The yatra, which kick started last Saturday in Ahmedabad, will cover the above mentioned cities for the next six months and on 23 February 2005 (when Rotary International completes 100 years) this yatra will be back in Ahmedabad.
     
     

    The van that will be doing the rounds of cities will be branded by Rasna Herbal Jaljira. While talking to indiantelevision.com, Rasna marketing head Rajesh Mehta says, “Rotary International approached us for the sponsorship of their event and we readily agreed as the brand fit was great. Rotary is all about helping masses via their polio removal and medical camps. And Rasna also is a mass brand.”
     
     

    The ‘Rasna Rotary Shatabdi Rath Yatra’ will move from one club to the other around the country and will propagate the work undertaken by Rotary. Also free Rasna will be distributed at all these gatherings.

    When asked whether an ad campaign for Rasna Herbal Jaljira will also be rolled out, Mehta says, “The ad campaign will not immediately break. This is more of a soft launch for the new product. But there will be mass sampling of this product across these cities.” Rasna’s creative agency is Mudra (Ahmedabad).

    Rasna Herbal Jaljira, which is made from natural herbs, is priced at Re 1 per sachet and makes one glass. The product will be available in other pack sizes also. A 100 gram shrink sleeved plastic bottle, priced at Rs 25 will also be available. Says Mehta, “This is the first step from our end to promote regional flavours and make it more popular.”