MAM
Rasna enters fruit juice space with Rasna Juc Fit
| BANGALORE: Indian Soft Drink Concentrate (SDC) player Rasna has forayed into the highly competitive fruit juice market by launching Rasna Juc Fit, which will be available in three flavours – Orange, Mango and Mixed Fruit – at selected outlets. The 200ml tetra pack of Rasna Juc Fit will be available for Rs.10 while the one-liter carries a price tag of Rs.45. |
| The new product launch is to be backed by an aggressive marketing strategy and a strengthened dealer network of 1.7 million retailers. Hrithik Roshan is endorsing Rasna Juc Fit. |
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 Rasna GM Marketing Aurobindo Mohanty said, “The communications strategy for the launch of Rasna Juc Fit is based on a 360 degree approach where we will attempt to reach the consumer at every possible touch point. By next week you will see the ad campaign in the print and other media. TV commercials are definitely on the anvil, but not in the immediate future. |
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Mohanty hinted that the campaign budget would be a sizeable one. At present Rasna spends around Rs 200 million towards products promotions annually. |
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
