Mumbai, 24 February, 2017: Rasna, world’s largest manufacturers of instant fruit based concentrate today announced its new advertisement campaign ‘Pyarelal KaBachpanKa 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.
Speaking on the launch of the new ad campaign, Mr. 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.”
Rasna’s ‘Pyarelal KaBachpanKa Pyar’ campaign is spread in three parts including teasers followed by ad films of 2 minutes, 40 seconds, 30 seconds and shorter durations. For the first time, fruit juice concentrate maker has roped in veteran Bollywood actor Ram Sethi, also popularly known as Pyarelal and Daisy Irani. The ad film captures the affection between the two actors in different time periods and the journey of Rasna in their lives as a unifying factor. The latest ad campaign is conceptualized by Scarecrow Communications, produced by Chrome Films and explores different formats and platforms in order to cater to the interest levels of people of all age groups.
Considered as one of the most trusted original Made in India brand,Rasnais amarket leader with 85 % 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.
In the press conference held in Mumbai for the new ad campaign, Rasna launched RasnaVitos, a baked sweet snacks. According to market researcher Euromonitor, sweet and savoury snacks have grown by 26%, highest within packaged food segment between 2010 and 2015. Sensing this opportunity, Rasna is planning to target the sweet snacks segment with focus on kids coming from school. As of now, RasnaVitos will be available in chocolate and strawberry flavours.