With IPL impacting TRPs of GECs, Rasna has decided to use radio as the medium for its new campaign with new tagline ‘Shararat ek ghoont’. After a hiatus of five years, Rasna is back on radio to launch its latest offering – Rasna Fruitplus – and has tied up with Big FM for the same.
As Rasna moves from its earlier tag line of ‘I love you Rasna’ to ‘Shararat ek ghoont’, it has opted to use radio as an effective medium and tool to reach out to a larger audience base.
Commenting on the tie-up, Saurabh Doshi, Regional Head - West Zone, Big FM, said, “We are very proud to have Rasna chose us as their partners. This campaign, which was launched recently, has already created in-roads and interest amongst its TG. We are confident that the new messaging will come through clearly through this campaign, penetrating further into the households in Mumbai.”
When asked why Rasna had decided to use radio medium after a five-year hiatus, Piruz Khambatta, CMD, Rasna International, replied, “Although TV will remain our key focus, radio is perfect medium to reach out to certain segments of the society. After going through the data provided by the agencies, we came to the decision that IPL is impacting TRPs of the GECs and the shine of TV is going away. Hence, we decided to choose radio as it can be an effective medium during the IPL.”
The month-long campaign, which was launched recently, has high spot intensity, airing an interesting and innovatively woven 45-second messaging talking about Rasna Fruitplus, which can be prepared in just 5 seconds. With Rasna’s research findings proving that today’s kids are naughty, gadget-savvy, creative, competitive and highly informed, the brand has been repositioned as one that partners in exploration, giving an edge to compete, promising to break from the mundane and creating a new reality.
There are two types of creatives: both against the backdrop of three friends who venture out to do something different and prepare Rasna Fruitplus in just 5 seconds. The punch-line: ‘Madness in 5 Seconds’, tries to communicate the message that now Rasna Fruitplus can be prepared in just 5 seconds.