Rasna, back on radio after 5 years, with 92.7 BIG FM; launches "Rasna Fruitplus campaign'

The brand has come on board 92.7 FM's Mumbai Station, with an innovative and creative month long campaign that promises to break the clutter, reach its audiences and create the mind-share for the product. Media Direction is the media agency which has planned the media campaign and chosen BIG FM as the radio platform.

On the launch, Saurabh Doshi, Regional Head, West Zone, 92.7 BIG FM said, "We are very proud to have Rasna choose us as their partners. The effectiveness of radio is tremendous and we are happy to see more and more advertisers use it effectively to their advantage. This campaign, although recently launched has already created in-roads and interest amongst its TG. We are confident that the new messaging will come through clearly through this campaign, penetrating further into the households in Mumbai."

Piruz Khambatta CMD, Rasna International on how they viewed radio as a medium in their media plans he said, "As per our media agency, Media Directions, today 92.7 BIG FM is a very popular radio station of Mumbai and has the maximum number of listeners to reach out to our TG, we therefore selected BIG FM as the station for Mumbai, because of its effectiveness. Radio is perfect medium to reach out to certain segments of the society. With everyone tuned to radio, it plays a very critical role in the media plan and cannot be ignored. We are using a mix of radio and TV for optimal mileage and reach."

The creative, only recently launched on air, is already proving effective having high recall among kids. There are two types of creative's - both against the backdrop of 3 friends who ventures out to do something different and prepare Rasna Fruit Plus in just 5 seconds! The punch-line, madness in 5 seconds is very effective and tries to communicate the message that now Rasna Fruit Plus can be prepared in just 5 seconds.

It can be said that BIG FM was the perfect choice and fit for the product launch, given that the planning of the campaign was basis inputs on radio effectiveness for brands in the FMCG industry and targeted at the SEC A/B 25+, affluent, urban male working class.