MAM
Rasna to spend up to Rs 50 millon over next three months to market its new Ju-C beverage range
NEW DELHI: Rasna, which has entered the market of fruit beverages, will spend Rs 40-50 million over the next two months to publicise its new category of bottled fruit beverages.
Beverage division president and CEO Arshad Siddiqui, told indiantelevision.com that the current emphasis will be on out-of-home, activation, and social media.
Television commercials and radio spots will form the second part of the campaign, he said. The campaign begins from 1 May.
He stressed the promotion will revolve around ‘experiential marketing‘, speaking on the sidelines of a press meet to announce the launch of the new ‘Rasna Ju-C‘, four fruit drinks, as part of the beverage division.
He said in answer to a question that the consumer was very smart today, and therefore the publicity by rival brands that their beverages contain real fruit will not make any difference.
He said Rasna had remained the market leading in this segment and had captured 93 per cent of the market, despite the fact that it was a private company against multi-nationals operating in the field.
The beverage was launched by actor Karisma Kapoor, who had been brand ambassador for Rasna around ten years earlier.
Asked why she had not been asked to be the brand ambassador now that she was a mother, he said there was always a possibility that she may come back.
For the present, the new Rasna girl is Avan Khambatta, daughter of chairman Piruz Khambatta.
Earlier during the press meet, Piruz Khambatta said Rasna had done over six hundred commercials over the past few years starring some of the biggest stars of Bollywood.
Ju-C is designed to facilitate the rapid expansion of Rasna‘s presence in venues where healthier, quick serve options have become an essential component of the menu offering, such as K-12 schools, college campuses &university locations, convenience stores, mom and pop storesincluding entertainment venues. The new range is expected to leave consumers wanting for more.
MAM
DGTOOHL partners Magnite to scale programmatic DOOH in India
Tie-up aims to boost transparency and real-time access in outdoor ads
NEW DELHI: DGTOOHL, a product of Mobiyoung, has entered into a strategic partnership with Magnite to expand programmatic digital out-of-home advertising capabilities in India, as the sector looks to modernise and align more closely with digital media standards.
The collaboration is aimed at addressing long-standing inefficiencies in the outdoor advertising ecosystem, where manual processes and limited transparency have often made campaign execution difficult to track and measure. By introducing programmatic integration, the partnership seeks to bring real-time visibility, improved accountability and data-led decision-making to the medium.
Outdoor advertising in India has traditionally lagged behind digital channels in terms of measurement and optimisation. The move towards programmatic DOOH is expected to change that, enabling advertisers to monitor, audit and refine campaigns with greater precision.
Under the partnership, Magnite will provide the infrastructure to connect DOOH inventory with global demand-side platforms, allowing advertisers to plan and activate outdoor campaigns programmatically, much like they do across mobile, web and connected TV.
“Programmatic DOOH is bringing a much-needed shift in how outdoor advertising is planned and executed,” said DGTOOHL co-founder and CTO Mayank Sharma. “By introducing transparency and real-time capabilities, we are enabling advertisers to move beyond traditional limitations and adopt a more measurable, data-led approach.”
DGTOOHL will focus on aggregating and streamlining access to DOOH media inventory, while Magnite will handle real-time transactions and demand integration, creating a more seamless buying experience for brands and agencies.
The timing reflects a broader industry shift. As programmatic buying becomes standard across digital formats, DOOH is increasingly being seen as the next frontier, allowing brands to extend digital strategies into physical environments. This integration enables more cohesive, cross-channel campaigns, where outdoor advertising complements online and CTV efforts to boost reach and recall.
“As advertisers look for unified and measurable media solutions, programmatic DOOH offers a strong opportunity to extend digital strategies into the physical world,” said Magnite senior account manager Jerit Kunjumon.
Industries such as FMCG, real estate, automotive and retail, traditionally heavy users of outdoor media, are expected to be among the early adopters of programmatic DOOH in India.
The partnership also promises operational benefits, including near real-time campaign activation, reduced reliance on intermediaries and improved monitoring of campaign performance.
As digital and physical media ecosystems continue to converge, the collaboration between DGTOOHL and Magnite signals a step towards making outdoor advertising more accountable, scalable and aligned with the expectations of modern marketers.
