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. |
MAM
India wins big at the 2025 Global Best of the Best Effie Awards
The Womb and McCann India take home Global Grand Effies, putting Indian advertising on the world map
MUMBAI: Indian advertising just had its moment. At the 2025 Global Best of the Best Effie Awards, the most rigorous test of marketing effectiveness on the planet, two Indian agencies beat out campaigns from over 130 markets to claim Global Grand Effies, the sport’s equivalent of a world championship medal.
The Womb won for Piramal Finance with a campaign called “NEEYAT: India’s Real Credit Score,” a purpose-led push that took direct aim at systemic bias in the credit sector and reframed how creditworthiness is measured. McCann India won for ESAF Small Finance Bank with “Saving Her Savings,” a campaign centred on financial inclusion for marginalised women. Both wins came from a shortlist of 47 contenders, all of whom had already won gold or grand prizes in their home markets. Only 11 Global Grand Effies were handed out across seven markets. India got two.
The highest honour of the night, the Iridium Effie, awarded to the single most effective marketing campaign in the world, went to eos Products and Mischief @ No Fixed Address for “Women’s Shave.” Remarkably, it was their second consecutive year taking the top prize.
Other global winners included Oreo and Mondelez International for “Oreo Codes” in commerce and shopper marketing, Flamin’ Hot and PepsiCo for “Poker Face” in experiential marketing, and ALDI Australia for “Shop ALDI First” in retail.
The Best of the Best is no ordinary awards show. Entry is restricted to campaigns that have already won a gold or grand Effie at a national level, making it, in effect, a champions’ league of marketing effectiveness. Indian agencies are no longer just brilliant at cracking local markets. They are now setting the global standard.
The world’s best advertisers had better start paying attention.
