Curry Nation's Nair creates a new campaign for Rasna

It’s deeply etched in our memories; in fact an entire generation grew on it. The punch line, ‘ I love you Rasna!’ – makes one recall the inimitable refreshing feeling in summers. For over25 years now, Rasna has been one of the most desired summer drinks for all. With the onset of summers, Rasna is all set to introduce its 'origin' driven variants of Rasna Fruit Fun with a starting price point of Re 1 for two glasses.

To attract more kids this summer Rasna came up with a new campaign and to know more Adgully caught up with Priti Nair, director Curry Nation and Piruz Khambatta, Chairman and Managing Director, Rasna.

As told by Khambatta, the brief given to the ad agency was very short and clear that is to come out with an ad that introduced Rasna's yummy, real fruit flavours. The TVC should aim to convey newer exciting fruit flavours offered by Rasna. Ad must be clutter breaking and make Rasna brand more premium. Rasna’s primary TG are mothers, who are the decision makers, it includes children as a secondary target. Commenting on the new campaign, Nair said, “I truly love it and am proud to have done a new format for Rasna. It is refreshing and engaging. And also very core to what the brand communication strategy was supposed to be.”

Rasna has always maintained connect with children and even this time, they have the adorable Avan Khambatta (daughter of Piruz Khambatta), in the newly launched TV commercial to create magic on screen.

This new TVC sees Avan traverse through various parts of the world to find the best of fruits that make the new Rasna ‘Fruit Fun’ even more refreshing and enticing at the same time. The company has taken a very innovative approach while developing the TVC to connect with the audiences with the use of ‘neo treatment using pop up book animation’. The campaign will continue to use the 'I love you Rasna' tagline, attached with the brand since 1987.The new commercial is already on AIR and has received a magnificent response from the people at large.

When asked how well the campaign has been executed, Khambatta proudly said, “We are very pleased with the final outcome of TVC especially execution of combination of live and animation 

through neo treatment. Animation of Fruit Tour kind of TVC takes really long time but we’re impressed with the finishes and speed with which agency and producer completed the assignment.”  Rasna is a staunch believer in brand building and has been pumping in big amount of money for ATL and BTL promotions. Rasna and sub brands are promoted with 360 degree multi media campaign while using different media viz. TV campaign on electronic medium, digital media, print medium and OOH etc. media.  “Our TV ad campaign is currently on air in more than 30 channels such as Star TV, Colors, ZEE TV, Disney network, POGO and other major regional channels,” he added.


Shedding some light on the concept, Nair said, “The ad space is heavily cluttered and within that the soft drink/cold drink category even more so. A format technique was needed to break clutter and at the same time engage and drive the message.” Speaking about how challenging was the execution process, Nair said, “Actually an animation of this kind which is the popish variety takes a really long time. A lot effort went in to what we wanted to do. Since this was not simple animation, there was a lot of homework & referencing that was done. Also along the way the TVC kept evolving.”

Adding further to her point she said, “Unlike a live action film here it is not what you see is what you get. Everything is separate, it is in parts and you keep okaying along the way. It is important that the agency production partnership is strong and there are enough conversations going right through. The joy of this is seeing it come alive slowly.”
     
Rasna is always willing and ready to explore new growing medium like digital. Rasna has been using digital medium aggressively for launching of new product such as Shake Up via campaign on Google adword, contest for kids and cricket fans during T20 World Cup. He said, “Currently Rasna is promoting its 3 sub brand through its TV ad campaign on digital medium. We are going to invest in digital medium to reach out to our TG as this medium offers opportunity to tap one’s TG in more specific, more speedy and more efficient manner.”

The launch of the new variants is a result of an extensive research carried out by the company to identify flavours that a consumer can easily relate to and connect with. Sharing some of the new product details, Khambatta said, “At Rasna continues product up-gradation/ enhancement is way of life. All the Rasna products made more richer, thicker tastier and most important healthier and made as per origin of fruits.”

Under Rasna Fruitfun brand they have enhanced taste and made product more natural like original and launched Nagpur Orange, Alphonso Mango, American Pineapple and Shikanji Nimbupani etc. flavours.

Rasna FruitPlus products are available in exotic flavours such as Guava, Watermelon etc. and various pack sizes from Rs 2 pack to 1 kg pack. In milk shake mix category they have Shake Up brand and have introduced two new flavours i.e. Coffee and Butter Scotch in 250 gm canister pack. Moreover, they introduced Shake Up in convenient single serve pack in Strawberry, Chocolate and Kesar Badam flavours.

To top it all Rasna also launched Squash in unique consumer friendly flip top cap bottles and syrup range in rose and khus flavours.

Processed food category in India has very low penetration and per capita consumption but growing rapidly. The changing life style is helping faster acceptance of newer food products. Rasna is leader in soft drink concentrate market with more than 90 per cent of market share and only way to grow in this segment is to further grow the overall market through introduction of new products and boost distribution network.

Sharing his views on this, Khambatta said, “While in case of powdered drink category penetration is just nine per cent and as India’s first fruit powder drink brand (Rasna Fruit Plus) we have great opportunity to grow and expand market. Rasna has been consistently growing in double digits above the industry growth rates these markets.”    Sticking to the comfort palate of an Indian consumer with flavours like kesar elaichi and shahi gulab rose only makes sense given that every consumer identifies a certain ingredient with a specific region more strongly than others. The verdict was unequivocally in favour of origin driven drinks; Rasna Fruit Fun will now have variants like Nagpur Orange, Alphonso Mango, Shikanji Nimbupani and Chowpatty Kalakhatta.

When asked how is the campaign Unique, Khambatta while concluding said, “In our new Rasna Fruitfun ad campaign’s script where the little girl is in a pop up book world collecting flavours of Rasna from various distant places. It was really radical for Rasna to try and connect this sort of a storytelling with our brand that is not known to use any element of fantasy till date. We felt it is an opportunity to elevate audience interest with a neo treatment using pop up book animation.” | By Aanchal Kohli [aanchal(at)adgully.com]

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