Rasna ropes in Tamannaah Bhatia as brand ambassador

As the summer heat begins to sizzle, Rasna, the iconic beverage brand, unveils its latest campaign, celebrating not just the rejuvenating power of its 21 vitamins and minerals-infused drinks, but also the emotional connections it fosters. The campaign, backed by extensive market research and blind product taste tests, introduces Rasna as more than just a refreshing beverage but as a catalyst for emotions like love, happiness, energy, and success. Rasna is reformulated as a vitamin, mineral, and glucose drink with real fruit extracts.

In a nod to changing consumer preferences towards healthier options, Rasna positions itself as a natural, thicker, and more satisfying alternative. The campaign targets SEC A and B households, focusing on the drink's ability to provide both physical vitality and emotional fulfillment.
Tamannaah Bhatia, renowned actress will now be Rasna's newest ambassador, bringing her childhood nostalgia and genuine affection for the brand to the forefront. Her personal anecdotes and emotional connection with Rasna resonate strongly with audiences, reinforcing the brand's message of love and nostalgia.Rasna has also taken the lead to develop new generation liquid concentrates like squashes and syrups. Rasna also has a full-fledged wellness range under its sub-brand Rasna Healthy Day comprising of Pure Honey, Protein powders, Honey/malt-based powders, Chocolate Spreads,Instant soups and so on.

Commenting on the unveiling of Rasna's new brand campaign and repositioning  Piruz Khambatta, Group Chairman of Rasna Group states, “We are very proud that even a celebrity like Tamannaah Bhatia was so keen to endorse Rasna being her childhood favourite. Today Rasna does not only stand for the Love of the generations like celebrity’s but also of the common person, we are very proud that Rasna today is not only consumed by the super-rich, but also consumed by the real masses of India living in the villages. So Rasna today with its offerings ranging from Rs.1/- a glass to Rs.10/- a glass touches all walks of life.

We are also very proud of the fact that Rasna with its direct inroads into supply chain especially in rural areas is ensuring that the farmers get double the value of their crops, in line with our Prime Minister’s vision of doubling their income. Rasna is a proud Make in India brand which is made with only locally sourced products as Rasna is one of the only companies using only Indian fruits and raw materials compared to competition in the sector which imports most of the fruits and ingredients. We have taken the lead, to develop better quality, value added natural products with vitamins and minerals meeting the ever-dynamic requirements of the customers.”

Speaking on the partnership, Tamannaah Bhatia commented “There are brands and then there are legacies, Rasna is one such fine example from the heart of India. I take great pride in being associated with the most reputable beverage brand in the country. I understand now Rasna is fully formulated as a health drink with vitamins, minerals and glucose, I couldn’t be more excited to be a part of this campaign, as it will bring nutrition to millions. It is the first love of every child and embedded in my heart as my first love as well, I have never seen another FMCG brand with such a strong emotional connection. It is hands down the national beverage of the country.”

Rasna boasts of a 100% brand recall and 85% market share in its category. It is the words largest Softdrink Manufacturer, available in 1.6 million retail outlets in India with 12 state- of – art manufacturing plants in the country and availability globally in 60+ countries, realising the dream of ‘Make in India, for the world’ every passing year.