Soft drink concentrate major Rasna, has roped in Bollywood heartthrob Hrithik Roshan to star in their fresh advertising campaigns for Rasna JucUp and Rasna Cola Cola. Directed by veteran adman Prahlad Kakkar, the new TVCs will be aired nationally across all leading channels from March 23.
Commenting on signing on Hrithik Roshan as Rasna's new brand ambassador, Piruz Khambatta, Chairman & Managing Director, Rasna Pvt Ltd, said, "Hrithik Roshan is the perfect fit to Rasna's philosophy and ideals. He is the epitome of strong family values and honest commitment, similar to the values that Rasna embodies. Together, he and Rasna symbolise true Indian values and strengths."
Each of the 60-second commercials has been conceptualised keeping in mind Hrithik's role in Koi Mil Gaya. With a 93 per cent volume share in the soft drink concentrated market, Rasna has given Mudra, Ahmedabad, to handle their ad campaign and the tagline for Rasna JucUp goes like 'Vitamins or Fruit Energy ka setting Rasna JucUp,' while for Cola Cola its 'Sacch mucch healthy Cola, Rasna Cola Cola.'
Asked on the commercials, Prahlad Kakkar said, "Hrithik has always been a huge role model for kids and it's on the lines of making the people recall the character he played in Koi Mil Gaya."
Rasna JucUp commercial showcases Hrithik's child at heart nature by depicting a wrestling contest between him and a burly man which Hrithik wins by drinking the vitamin and fruit energy drink, Rasna JucUp, while the Cola Cola commercial touches upon the sentimental aspect by portraying Hrithik as a roadside hero who is mocked at by people when he tries to woo a girl through Rasna Cola Cola but ultimately ends up winning over the girl through his true love, said Kakkar.
Asked on the promotional budget, Rajesh Mehta, General Manager, Marketing, Rasna, said, "The investment in the whole project including Hrithik Roshan is in the range of Rs 30-40 crore, over the next two years."