Rasna to mentor Indian start-ups; gets summer gameplan ready with new ad

With the onset of summers, Rasna is all set to unveil a new brand campaign featuring its brand ambassador Akshay Kumar, along with new additions to the Rasna family. Rasna has developed two new TVCs for 2016 featuring its new brand mascot for 2016 – a cute, fun loving, docile and child-like gorilla. The new TVCs will be on air across the country starting March. The company has also roped in child artist Naisha Khanna as the new face of Rasna. The TVC has been directed by Curry Nation.

The two TVCs promote Rasna’s Fruit Fun and Fruit Plus product range. The Fruit Fun ad will see the new Rasna girl, Naisha, bravely and confidently engage with a gorilla who emerges to scare kids playing in the garden. Naisha manages to save her friends and starts playing the Muzos to the gorilla, who stands confused and eventually starts dancing to her tune. As the ad progresses, the scared kids emerge from their hideouts and thank the girl for her bravery while calling her a hero. Towards the end of the ad it is revealed by Naisha that the gorilla is the true hero as she reveals Akshay Kumar under the hood of the gorilla’s head. The ad closes with Akshay and Naisha echoing the beloved punch line – ‘I Love You Rasna’.

Watch the ad:
https://www.youtube.com/watch?v=mp7JeuYbl6A

The second film is more athletic featuring Akshay Kumar taking a swim and talking about fitness and being healthy. The film talks about the vital nutrients that Rasna has to offer for instant energy and at the same time a great taste to quench one’s thirst. The film showcases the vital ingredients with an endorsement from Akshay confirming the presence of 21 vitamins, minerals and natural fruit energy in the drink.

Elaborating on the promotion strategy for Rasna, Piruz Khambatta, Chairman and Managing Director, Rasna, said, “A home-grown brand which has given India the first value-for-money drink, Rasna, in its positioning stands for 32 glasses of Celebration, Party and Dance Music. The core of the brand lies in enjoying the smallest moments of life and celebrating life. Over the last few years, we have launched several interesting and exciting new products that cater to a wide range of our audiences and suit the taste of both the masses and the classes. The new promotions for 2016 and the new ad film are yet another endeavour from us to ensure a gentler and direct connect with our consumers and cater to their specific requirements. The research we conducted in 2015 led us to formulate the strategy for this year and come up with an interesting and novel new commercial and a slew of interesting collectibles like the Muzos that kids can collect.”

Khambatta further said, “A lot of effort has gone into the making of the new TVCs. In fact, nine different scripts were researched across the country, with various situations and a surprise value. The gorilla hands down. There is merit in showcasing a gorilla because they communicate using gestures, body postures, sounds, etc., similar to the way we humans communicate while speaking. The plot was to promote Muzos and create a surprise value based on the celebration platform. And of course, Akshay Kumar was the best choice to be the gorilla to induce fun with the kids.”

In keeping with its tradition to offer new and innovative offerings every year, Rasna also announced the launch of three new promotions featuring freebies for children to go along with the summer drink. Specially designed musical toys – Muzos – will be given free with a 32-glass pack of Rasna Fruit Fun.

The other two promotions from Rasna this year are with the instant drink powder Rasna Fruit Plus. A unique sipper with an ice cooling stick is being given free with 4 x 125 gm packs. Specially designed hand fans – Mobifan – are being given away as freebies with 500 gm pack of Rasna Fruit Flus.

These new promotions were announced after an extensive research amongst kids and mothers between July and September of 2015, conducted by the company to ascertain the interests and attractions of children to bring them closer to the brand.

The year 2015 saw Rasna launching the country’s first choco-filled healthy breakfast snack – Rasna Vitos. The product was launched across the country in two flavours – chocolate and strawberry – and was made available in carton and poly packs to cater to different categories of end consumers. Similarly, the company also launched its ready to drink product – Rasna Jucy – in seven different flavours available in various SKUs from 250 ml to 1 ltr. This was in addition to the launch of the Rasna Nimbu Pani, Rasna Masala Shikanji and Rasna Jaljeera, an ethnic drink, among others.

Interestingly, recently Khambatta was appointed as the ambassador of the Indian Government’s Make in India campaign. As part of this initiative, Rasna has committed to support Indian SMEs by enhancing its purchase from SMEs from a current 50 per cent approximately to over 70 per cent going forward. Rasna has also committed to ensure complete indigenous purchase and utilisation of raw and packaging material and other procurement, taking it from 95 per cent currently to 100 per cent indigenous purchase in 2016. Similarly, the company will also provide support to entrepreneurs who wish to come up with turnkey plants to manufacture food products that Rasna can market under its brand on contract manufacturing basis. Additionally, the company will also tie up with packaging material suppliers dedicated to Rasna with a focus on the Make in India initiative in mind.

Rasna will foster and mentor start-ups as part of the Make in India initiatives. The company is keen to work with young entrepreneurs and Khambatta will be personally engaging with young entrepreneurs to guide and coach them to create profitable business ventures that are in sync with the initiative.