Rasna’s new ad highlights the evolving dynamics of motherhood

Rasna, the iconic and much loved refreshing beverage brand, has unveiled its latest brand campaign starring Tamannaah Bhatia, aimed at redefining the mother-child relationship and new-age nourishment in today's dynamic world.

Created by Rediffusion, this campaign, titled ‘India ke Khushiyon ka Vitamin’, is a refreshed creative step towards reclaiming Rasna’s equity while resonating with mothers of all mindsets.

Strategically, Rasna has been focussing on its product pluses along with its legendary taste credentials. The mandate to Rediffusion, therefore, was to give the new age target audiences especially the health conscious mothers a fresh new reason to consider Rasna as a healthy and refreshing drink for their kids.

Through extensive consumer research through Rediffusion’s Red Lab strategy team Rasna gained valuable insights into the modern motherhood mindset, discovering the importance of taste, nourishment, and involvement in beverage choices.

“Research revealed that fruit-based drinks are not just about refreshment; they're also about enjoyment. The fruity taste serves as a mood enhancer, while the vitamins and electrolytes offer instant energy, making Rasna the perfect choice for today’s multitasking mothers. Recognizing the evolving dynamics of motherhood, our new campaign emphasizes the valuable attributes contained in Rasna – vitamins that make life soulful and meaningful, such as Vitamin Josh, Vitamin Hasi, and so on. It also redefines the mom’s active participation in a child's development, moving beyond traditional roles of teaching and nourishing,” said Pramod Sharma NCD, Rediffusion.

Asheesh Malhotra, Executive Director, Rediffusion, elaborated on how mothers today are facilitators, partners in their children’s journey of growth, and how Rasna serves as an aspirational brand for both the multi-tasker mother and the co-creator is what the new Rasna campaign is about.