Rasna, one of the world’s largest manufacturers of instant fruit-based concentrate, today announced its new advertisement campaign ‘Pyarelal Ka Bachpan Ka Pyar’. This campaign aims at celebrating the brand’s journey of spreading love for decades, across generations. Rasna has also announced its entry into the baked sweet snack category with the launch of Rasna Vitos.
Speaking on the launch of the new ad campaign, Piruz Khambatta, Chairman and MD, Rasna, said, “Over the years, Rasna has unveiled some of the most remarkable and lovable campaigns. Our latest campaign has been created keeping in mind our journey over generations wherein we have spread love and served more than 120 billion glasses. Unlike earlier campaigns wherein our mascot has always been a girl child between 3-8 years, this time, we have roped in two iconic Bollywood veteran actors. I am confident that their charm as Rasna’s 60-year-old grand man and grand lady, will amplify the overall impact of our ads.”
Rasna’s ‘Pyarelal Ka Bachpan Ka Pyar’ campaign is spread in three parts including teasers followed by ad films of two minutes, 40 seconds, 30 seconds, and shorter durations. For the first time, the fruit juice concentrate maker has roped in veteran Bollywood actor Ram Sethi, also popularly known as Pyarelal, and Daisy Irani. The ad film captures the affection between the two actors in different time periods and the journey of Rasna in their lives as a unifying factor. The latest ad campaign is conceptualized by Scarecrow Communications, produced by Chrome Films, and explores different formats and platforms in order to cater to the interest levels of people of all age groups.
Considered as one of the original ‘Made in India’ brands, Rasna is a market leader with 85 per cent share in the powdered drink segment. Now, Rasna has strong plans to chart its next phase of double digit growth and expansion of overall product portfolio.
In the press conference held in Mumbai for the new ad campaign, Rasna launched Rasna Vitos, a baked sweet snack. According to market researcher Euromonitor, sweet and savoury snacks have grown by 26 per cent, highest within packaged food segment between 2010 and 2015. Sensing this opportunity, Rasna is planning to target the sweet snacks segment with focus on kids coming from school. As of now, Rasna Vitos will be available in chocolate and strawberry flavours.
“Vitos is our answer to the huge opportunity in the evening snacks and kids back from school segment. This product will drive the proposition of evening snacking in a tasty and healthy manner. Unlike fried chips and namkeens with 40 per cent fat, Vitos is not fried but baked and made with Ragi and wheat with 14 nutrients making it an ideal health supplement for kids. Rasna has kept its promise of healthy, tasty product for the masses that too at an affordable price of Rs 10 per pouch. The focus will now be on increasing the penetration of Vitos by leveraging our robust marketing and distribution network,” added Khambatta on the launch of Rasna Vitos.
In the press conference, Rasna has also announced the setting up of a new powder facility at Chittoor, Andhra Pradesh, which would add another 20 per cent to its capacity of its double digit growth plan. Currently, the brand has nine manufacturing facilities across India. This new facility will be integral for Rasna to not only strengthen the market share in the powder drink segment, but also compete with fruit drinks.
Remarkably, Rasna has not increased the MRP of its product from its launch in 20 years and is still available at Rs 2 per glass. In recent research done by Majestic MRSS India (Majestic Market Research Support Services), Rasna has stood out with the highest recall orange drink (aided and unaided recall).