Ad Campaigns
Rasna rolls out a new influencer campaign designed by Django Digital Crafts
Mumbai: Rasna on Thursday launched a new influencer campaign on Instagram to bring back everyone’s favourite summer cooler Rasna in a new avatar; remixing the old and iconic ‘I Love You Rasna’ jingle into an exciting new song to groove to.
The brand, in association with their digital partner – Django Digital, collaborated with music composer Mayur Jumani to flip the iconic ‘I Love You Rasna’ tagline into a fun and upbeat song with glass harps and other elements. The campaign kickstarted with mom celebrities and influencers dancing to the tunes of ‘I Love You Rasna’ and sharing their Rasna stories on their Instagram handles. Renowned celebrity mom figures like Neha Dhupia and Soha Ali Khan Pataudi can be seen grooving to the song. Apart from celebrity moms, the brand also partnered with influencer moms to reach their desired target audience.
https://www.instagram.com/reels/audio/3142231602706246/?hl=en
To make the campaign more engaging, people were asked to record a video of them dancing to the song using #YehRasnaKaVibeHai. The contest received a whopping response with entries coming in from all parts of India and making the contest an instant hit. The best dance video stands a chance to win free Rasna hampers for the entire year!
Rasna has always been a household name, especially during summers when the brand gives its customers a little bit of relief from the scorching heat. The brand has an emotional connection with its customers and to keep that relationship alive, they decided to adopt the new age medium where their customers are present. This is when the need to remix the much-loved and iconic ‘I Love You Rasna’ tagline came into being.
Speaking of this campaign, Django Digital co-founder Shivang Shah said, “It has been a pleasure to work with a legacy brand like Rasna. Times have changed since we first heard the iconic ‘I Love You Rasna’ tagline and saw the evergreen advertisement on our televisions. To bring out the same emotions by adopting the new-age marketing strategy was a challenge we were willing to take on. We realised that this campaign was a success when moms in our neighbourhood were found grooving to this audio tune and sipping on Rasna with their children. The campaign has already garnered a reach of over 1m+ views and has created an engaged mom influencer community on Instagram. This just goes on to prove that Influencer marketing is one of the most effective ways to expand the brand’s reach and increase credibility in the market.”
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.
