?Rasna introduces new ad campaign 'Pyarelal Ka Bachpan Ka Pyar'
?Rasna introduces new ad campaign 'Pyarelal Ka Bachpan Ka Pyar'

Rasna, one of world's largest manufacturers of instant fruit based concentrate has 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.

Rasnaalso announced its entry in the baked sweet snack category with the launch of RasnaVitos.

Piruz Khambatta, Chairman & MD, RasnaPvt Ltd, 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 of 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 to 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."

Considered as one of the most trusted original Made in India brand,Rasnais amarket leader with 85 percent 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.

Rasna launched RasnaVitos, a baked sweet snacks.

On the launch of RasnaVitos, Piruz Khambatta, said, "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% 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 Vitosby levering our robust marketing and distribution network."

Manish Bhatt, Founder Director, Scarecrow said, "Via this new campaign Scarecrow narrates 'a story of a childhood love of 1.2 billion Indians- Rasna. It is a pride and honour for Scarecrow to have been associatedwith the brand with such an iconic status."

Rasna has also announced in the press conference regarding setting up of new powder facility at Chittoor, Andhra Pradesh which would add another 20% to its capacity to its double digit growth plan. Currently, the brand has nine manufacturing facilities across India. This new facility will be integral for Rasnato 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 MRSS India (Majestic Market Research Support Services), Rasna has stood out with the highest recall orange drink - aided and unaided recall, which is another great achievement.

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