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From cute to mischievious, Rasna maintains its edge

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From cute to mischievious, Rasna maintains its edge

After nearly 25 years, Rasna has come up with a new marketing strategy. For years kids had been cooing ‘I love you Rasna’ in its various ads, now the brand has adopted a new tag line – ‘Shararat ek ghoont’ – to appeal to today’s gadget-savvy, highly informed kids. Moreover, Rasna has also changed its packaging design and is now also targeting rural areas and small towns in a big way, besides the metros.

According to AC Nielsen, Rasna’s market share in March 2010 stood at 97.2 per cent.

Piruz Khambatta, MD, Rasna, explained, “The seven-month research concluded that today’s kids are naughty, gadget-savvy, creative, competitive and highly informed. Since children play a major role in deciding what goes into middle-class grocery bags, Rasna felt the time was ripe for repositioning it as a brand that partners in exploration, gives you edge to compete, promises a break from the mundane and creates a new reality.”

Khambatta further said, “This year the ad spends on TVCs is pegged at Rs 22 crore. Rasna has shifted its tag line from ‘I love you Rasna’ to ‘Shararat ek ghoont’ (One sip of mischief). The ad agency behind the campaign is Rediffusion Y&R. Bang Bang Films is the production house, while the ad film has been directed by Siddharth Sikand. Three TVC are already on air on Colors channel and kids’ channels since April 1. We will be airing the ads on Star Plus and Sony after the IPL. Apart from TVCs, we are doing radio spots in the five metros – Mumbai, Delhi, Hyderabad, Chennai and Kolkata. We are also targeting kids’ magazines and the Internet.”

In 2009, Rasna had shifted from theme advertising to product-based advertising by focussing on the ‘functionality of the drinks’. And so, one had Rasna Fruit Plus targeting the fitness-conscious.

Rasna’s new ad campaign for this summer comprises three TV commercials showcasing children pulling a fast one so as to be the first one to finish drinking Rasna in a competition. The first ad begins with a geeky looking man telling the audience about the participants in the competition—a child and two grown-ups. In another of the ads, a small girl competes with a battery operated bear and an Egyptian mummy. The moment the buzzer goes off, the girl puts her hand behind the bear’s back and pulls out the battery. With little time left, the girl then throws the second competitor out of the way by removing the pin stuck on the length of cloth taped around the Egyptian mummy. With both the competitors out of the way, the girl happily sips away all of the Rasna drink. The ads end with the tag line: Shararat Ek Ghoont (One sip of mischief).

The brand, asserts Khambatta, has always promulgated a three-point strategy: value for money, focus on health and ease of product use. His focus is more on grocery stores and not modern retail outlets. “I have products selling for Rs 5 also. It makes sense for me to approach grocery stores than supermarkets.

“The brief we gave to Rediffusion Y&R was how to ensure that those people who don’t drink Rasna come into the focus,” said Khambatta.

He added, “Our future plans are to ensure that we focus on powder market. Our main strategy is the distribution strategy which consists of 35 per cent rural customers and 65 per cent urban customers. We have grown 30 per cent in January, February and March 2010 and we plan to have 35 per cent growth in the remaining year.”

Khambatta concluded by saying that despite the expansion of the product range, Rasna’s focus would always be on the instant drink maker, which was the sole business of the brand.


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