Ad Campaigns
Rasna goes beyond drinks with #LoveURasnaRecipes
MUMBAI: Instant fruit-based concentrate maker Rasna has rolled out a digital forward strategy this summer season. Known for its I Love You Rasna tagline for years, the brans has chosen to expand its usage and involvement in the kitchen by expanding its campaign to #LoveURasnaRecipes.
The brand has collaborated with a set of influencers to share and amplify the message to reach out to the target audience. To strengthen the its presence and increase market penetration, Rasna has associated with popular rapper Mellow D. The influencer created a music video to invoke nostalgia by re-creating childhood memories around I Love You Rasna.
The brand has also joined forces with Bharatz Kitchen, Kanak Khathuria and MeghnasFoodMagic. Apart from this, the brand has gone one step ahead and has associated with famous regional influencers in the food category like Veg Village Food, Simply Swadisht and others like Tastee with Kiruthiga and Cooking with Benazir. The influencers and chefs explored unique recipes like Ice Lollies, Orange Sponge Cake and Rasna Mango Chocolate Balls, Rasna Flavored Jelly and Rasna Mango Shake in which Rasna was used as an ingredient other than just a fruit drink, to make this summer season more enjoyable.
The videos were posted by the influencers on their social media platforms such as Facebook, Youtube and Instagram handle. The brand used the digital medium to create a personal connection and increase the brand value.
Making things more interesting and engaging, influencers posed a challenge and invited the audience to participate by making their own unique recipes with Rasna. The brand will choose the top 10 winners and the best recipes will get mention in the recipe book.
Grapes Digital founder & CEO Himanshu Arya said, “Rasna had to move beyond boundaries as “Recipes” has been the most searched category in 2020 during lockdown 1.0 and given the current scenario recipes is going to become huge in lockdown 2.0 too. Rasna also aspired to create something different this year, which involves them with consumers more than before. Also, Influencer marketing is one of the most effective ways to expand the brand’s reach and increase credibility in the market.”
Rasna chairman Piruz Khambatta said, “Lockdown comes with a new normal and one new normal everybody is experiencing is the urge to become a cook. The urge to become a cook has opened doors for companies to innovate lots of products that can be used as cookery ingredients. How could Rasna be far behind?”.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
