ITV

Tag: this summer

  • 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.

  • Nick to roll ‘Jadoo Season II’ this summer

    MUMBAI: Nick is all set to bring back Jadoo on television screens this summer in the J Bole Toh Jadoo Season II at 12 noon every Sunday starting 8 May.

    The J Bole Toh Jadoo series had 660,000 kids tuning in, out of which an astounding 40,000 plus kids responded to Jadoo’s appeal for help in the final episode of J Bole Toh Jadoo Season I by participating in the – ‘I want to be with Jadoo.’ One winner will be getting an opportunity to star with Jadoo in several episodes, which will be aired on Nick in mid-June.

    Extended focus group sessions conducted by research agency Synovate with both boys and girls in the key age groups of 7-8 and 11-12 years explored reactions to the show J bole toh Jadoo in terms of content, execution and character perceptions.

    The findings reflected that there was a high awareness for not only Jadoo but also his planet Tarkopar and other key characters. The show evoked an animated response among focus groups from both girls and boys alike.

    Speaking on Season II, Nick India director – business and operations Pradeep Hejmadi said, “The plan was always to bring back Jadoo on Nick but we were further encouraged by enthusiastic response to the show fed back to us through research as well as an overwhelming number of calls that we received in response to our – ‘I want to be with Jadoo’ contest. In Season II, look out for even more amazing animation, action, music, humour and fascinating characters while retaining all the elements that have made the show a hit with kids.”

    In the new series Nick has specially focused on localised content and situations, based on well-known mythological stories that kids can relate to. Also entwined in the plot will be subtle pro-social messages. For example, the villain Gattru’s powers increase when humans litter. Says Hejmadi, “Kids hate to be told what to do and everyday life gives them their fair share of that. So the best learning comes through subtle but effective messaging from role models they look up to. Jadoo is just that kind of role model and he’s entertaining too!”

    Also in the anvil is the ‘Jadoo Space Challenge’, which is a recreation of Jadoo’s planet Tarkopar on Earth.