Rasna, one of the world’s largest manufacturers of instant fruit-based concentrate has launched a digital forward strategy this summer season. Known for its “I Love You Rasna” Tagline for years, Rasna has chosen to expand its usage and involvement in the kitchen by expanding its campaign to #LoveURasnaRecipes.
The brand has collaborated with a set of influencers to share and amplify the message to reach out to the target audience. To strengthen the brand’s presence and increase the market penetration, the brand has associated with Mellow D, a popular rapper. The influencer created a music video to invoke nostalgia and revive childhood memories. The video was a fun one with Mellow enjoying Rasna and re-creating memories around “I Love You Rasna”.
The brand has also collaborated with famous and well-known chef influencers likeBharatz Kitchen, Kanak Khathuria, and MeghnasFoodMagic. Apart from this, the brand has gone one step ahead and has associated with famous regional influencers in the food category like Veg Village Food, Simply Swadisht, and others like Tastee with Kiruthiga and Cooking with Benazir. The influencers and chefs explored unique recipes like Ice Lollies, Orange Sponge Cake and Rasna Mango Chocolate Balls, Rasna Flavored Jelly and Rasna Mango Shake in which Rasna was used as an ingredient other than just a fruit drink, to make this summer season more enjoyable.
The videos were posted by the influencers on their social media platforms such as Facebook, Youtube, and Instagram handle. The brand used the digital medium to create a personal connection and increase the brand value.
Making things more interesting and engaging, influencers posed a challenge and invited the audience to participate by making their own unique recipes with Rasna. The best recipes will get a chance to win an Amazon voucher worth Rs. 5000, along with Rasna hamper. The brand will choose the top 10 winners and the best recipes will get a mention in the recipe book. Rasna will keep on surprising the consumers with the unique challenges and collaborations in the near future.
Speaking on the influencer campaign execution, Himanshu Arya, Founder, and CEO- Grapes Digital said, “Rasna had to move beyond boundaries as “Recipes” has been the most searched category in 2020 during lockdown 1.0 and given the current scenario recipes is going to become huge in lockdown 2.0 too. Rasna also aspired to create something different this year, which involves them with consumers more than before. This campaign given the GWI Report of consumers’ interests in learning new skills and cooking is bound to rise. Also, Influencer marketing is one of the most effective ways to expand the brand’s reach and increase credibility in the market. Bloggers and influencers have now acquired a prominent share in brand marketing strategies. Influencers have become a mainstream medium in the advertising world.”
Speaking on the campaign, Piruz Khambatta, Chairman, Rasna Pvt Ltd, said, “Lockdown comes with a new normal and one new normal everybody is experiencing is the urge to become a cook. The urge to become a cook has opened doors for companies to innovate lots of products that can be used as cookery ingredients. How could Rasna be far behind? Through our soft drinks are always used for making beverages like falooda’s, mocktails milkshakes. Rasna has taken the lead this year to even make it into an additive to make items like cake, cookies, jellies, and much more, of course in addition to our all-time favorite Ice Lollies”
