Rasna launches new drink on Rotary Intl's rath yatra

MUMBAI: Rasna, which roped in Karisma Kapoor earlier this year as their brand ambassador, has joined hands with Rotary International to celebrate the club's 100 years of existence.

Rasna will be the official sponsor of the 'rath yatra' called - 'Rasna Rotary Shatabdi Rath Yatra', that Rotary International will be taking to almost 70-75 cities, where they have their clubs. The organisation has 128 clubs in these cities. Rasna will also be officially launching its new drink Rasna Herbal Jaljira during this yatra.



The yatra, which kick started last Saturday in Ahmedabad, will cover the above mentioned cities for the next six months and on 23 February 2005 (when Rotary International completes 100 years) this yatra will be back in Ahmedabad.



The van that will be doing the rounds of cities will be branded by Rasna Herbal Jaljira. While talking to indiantelevision.com, Rasna marketing head Rajesh Mehta says, "Rotary International approached us for the sponsorship of their event and we readily agreed as the brand fit was great. Rotary is all about helping masses via their polio removal and medical camps. And Rasna also is a mass brand."



The 'Rasna Rotary Shatabdi Rath Yatra' will move from one club to the other around the country and will propagate the work undertaken by Rotary. Also free Rasna will be distributed at all these gatherings.

When asked whether an ad campaign for Rasna Herbal Jaljira will also be rolled out, Mehta says, "The ad campaign will not immediately break. This is more of a soft launch for the new product. But there will be mass sampling of this product across these cities." Rasna's creative agency is Mudra (Ahmedabad).

Rasna Herbal Jaljira, which is made from natural herbs, is priced at Re 1 per sachet and makes one glass. The product will be available in other pack sizes also. A 100 gram shrink sleeved plastic bottle, priced at Rs 25 will also be available. Says Mehta, "This is the first step from our end to promote regional flavours and make it more popular."

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