Rasna has unveiled its new ad campaign for this summer and has created a fresh, younger and contemporary image for the brand. The new campaign focusses on positioning the drink as good in taste along with being healthy, in its new tag line ‘Mom-made’.
The campaign creates a wave of freshness and revolves around an innocent young girl relishing the great taste of Rasna, and taking pride in the fact that the drink is prepared by her mother with pure love and affection. The campaign has been created by Adrian Mendonza of Dentsu Marcom and produced by Ravi Udyawar films.
“We have continuously strived to provide the best quality products and value for money to our consumers. The new campaign intends to inculcate Rasna as a safe and invigorating drink in the minds of people,” said Piruz Khambatta, Chairman and Managing Director, Rasna.
“At Rasna, we believe in maintaining extremely high safety standards as we realise the importance of our consumers’ health. Over the years, Rasna has been identified as the most trusted brand and we have ensured that we keep up to the expectations,” he added.
Added Aurobindo Mohanty, VP-Marketing, Rasna, “We are constantly looking at new innovations and strategies. The new campaign seeks to induct a new freshness into the brand. We now intend to take a step forward from the ‘I Love you Rasna’ platform and instill in our consumers an innovative perceptive towards the brand. Rasna’s plan to reach out to a larger consumer base is a part of its dynamic marketing strategy to keep in pace with the competitive players in the market.”
Creative Director Mendonza has appropriately brought about the marketing motive of Rasna in the TVC. “To position Rasna as an enjoyable drink which is not only adored by kids but is also loved by mothers too, it was very important to capture the essence in an appropriate tagline. This is how ‘Mom-made’ fell into place,” he said.
“We shot the commercial strategically, keeping in mind the freshness and originality of the product. Also, the Rasna liquid that kept swirling round the girl in her fantasy had to look real, and not synthetic or post-generated. Thus was actually shot it,” Mendonza added.
Mendonza explained that the key message for this campaign was to bring back the pride of drinking Rasna, by focussing on the central pillar around which the brand has been built over the decades — its unique and great taste. It has been observed that children are very picky of showing off to friends that their mother has prepared Rasna. Mendonza said, “The other message we are trying to convey is that while aerated drinks are factory-made, Rasna is safe and mom-made.”
Mendonza added that the 360-degree campaign for Rasna includes print, TVC, outdoors, etc. While the TVC is already on-air, the print campaign is slated to break by April 27 in all the dailies and entertainment magazines.
According to Mendonza, the casting was most important. “The little girl had to be innocent and guileless. She could not come across as being over-smart because then she would not have been believable for our idea. The look of the film had to be very clean and fresh. So the film was shot on fresh green grass,” he elaborated.