Rasna has come out with a fresh new summer campaign featuring Tamannaah Bhatia, the new ambassador for the brand. The campaign highlights the emotions it stirs up that of Vitamins of Love, Happiness, Josh and Success along with 21 Vitamins and Minerals that energise the consumer. Tamannaah has been a fan of Rasna and consuming Rasna since childhood, and has a distinct memory of herself as a kid saying Love You Rasna in actual life.
On the basis of deep market research and blind product taste results, Rasna is reformulated as a vitamin, mineral, and glucose drink with real fruit extracts. The new ad is a result of extensive market research done Pan India to help us understand our customers and their evolving needs. It focuses on the natural, healthier, and great taste aspects targeted towards SEC A and B households and repositions it as a tastier, thicker, and healthier drink.
Commenting on the unveiling of Rasna’s new brand campaign and repositioning Piruz Khambatta, Group Chairman of Rasna Group states, “We are very proud that even a celebrity like Tamannaah Bhatia was so keen to endorse Rasna being her childhood favourite. Today Rasna does not only stand for the Love of the generations like celebrity’s but also of the common person, we are very proud that Rasna today is not only consumed by the super-rich, but also consumed by the real masses of India living in the villages. So Rasna today with its offerings ranging from Rs.1/- a glass to Rs.10/- a glass touches all walks of life. We are also very proud of the fact that Rasna with its direct inroads into supply chain especially in rural areas is ensuring that the farmers get double the value of their crops, in line with our Prime Minister’s vision of doubling their income. Rasna is a proud Make in India brand which is made with only locally sourced products as Rasna is one of the only companies using only Indian fruits and raw materials compared to competition in the sector which imports most of the fruits and ingredients. We have taken the lead, to develop better quality, value added natural products with vitamins and minerals meeting the ever-dynamic requirements of the customers.”
Speaking on the partnership, Tamannaah Bhatia commented “There are brands and then there are legacies, Rasna is one such fine example from the heart of India. I take great pride in being associated with the most reputable beverage brand in the country. I understand now Rasna is fully formulated as a health drink with vitamins, minerals and glucose, I couldn’t be more excited to be a part of this campaign, as it will bring nutrition to millions. It is the first love of every child and embedded in my heart as my first love as well, I have never seen another FMCG brand with such a strong emotional connection. It is hands down the national beverage of the country.”
