Ad Campaigns
Akshay Kumar and ‘gorilla’ feature in Rasna’s new TVC
MUMBAI : With the onset of summers, Rasna is all set to unveil brand new television commercials featuring its brand ambassador Akshay Kumar along with new additions to the Rasna family. The brand has developed two new TVCs for 2016 featuring its new model, the brand mascot for 2016, a cute, fun loving, docile and child-like character that kids will enjoy associating with – a Gorilla. The new television commercials will be on AIR across the country starting March. The company has also roped in the young Naisha Khanna as the new face of Rasna. The TVC has been directed by Curry Nation.
In keeping with its tradition to offer new and innovative offerings every year, Rasna also announced the launch of three new promotions featuring interesting and exciting freebies and for children to go along with the summer drink. Specially designed musical toys – Muzos – will be given free with any 32 glass pack of Rasna Fruit Fun. With 500gms of any Fruit Flus, a Mobifan is free. The Mobifan is a specially designed hand fan which can be carried along to provide cool air any time any where, or as Akshay Kumar has mentioned in the TVC, ensuring “fan following everywhere”
Rasna chairman and MD Piruz Khambatta said, “A home-grown brand which has given India the first value-for-money drink, Rasna, in its positioning stands for 32 glass with Celebration, Party and Dance Music. The core of the brand lies in enjoying the smallest moments of life and celebrating life. Over the last few years, we have launched several interesting and exciting new products that cater to a wide range of our audiences and suit the taste of both the masses and the classes. The new promotions for 2016 and the new ad film are yet another endeavour from us to ensure a gentler and direct connect with our consumers and cater to their specific requirements. The research we conducted in 2015 led us to formulate the strategy for this year and come up with an interesting and novel new commercial and a slew of interesting collectibles like the Muzos that kids can collect.”
Khambatta added, “A lot of effort has gone into the making of the new TVC. Infact, nine different scripts were researched across the country, with various situations and a surprise value. The gorilla was won hands down. There is a merit in showcasing a Gorilla because they communicate using gestures, body postures, sounds, etc. similar to the way we humans communicate while speaking. The plot was to promote Muzos and create a surprise value based on the celebration platform. And of course Akshay Kumar was the best choice to be the gorilla to induce fun with the kids.”
The company also unveiled a completely new packaging for its range of Fruit Fun, Fresh Fun and Fruit Plus today. Rasna concentrate comes in a unique dual format of powder and liquid, permitting consumers to enjoy freshly squeezed juice taste in addition to a healthy nourishing drink. The product price points are Re.1/- to Rs.5/- a glass ensuring that every person can enjoy the drink including those at the bottom of the pyramid.
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