Rasna launches two ad campaigns for this summer

MUMBAI: Rasna, which claims to have a 97 per cent share of the Soft Drink Concentrate market in India, has launched two ad campaigns for summer.

They are Rasna Juc-fit: Yeh To ACE Hai Boss and Ek do teen Rasna Beyblade Quest.

While Juc-fit is Rasna’s latest and first offering in the category of ‘Health Drinks’, Beyblade is the new rage among kids all across the world. The commercials have been conceptualised by Mudra Advertising and produced by Nomad Films.

Rasna Juc-fit: Yeh to ACE Hai Boss marks a shift in Rasna’s advertising strategy, which targets the entire family. The story effectively substantiates the health benefits offered by Vitamin A, C and E through the plot of the ad film. The ad features a father and a kid, who are ordered by the mother to clean the place they have littered. The health benefits of the drinks are substantiated by showing the father and the kid drinking Juc-fit and having fun while cleaning the floor with vacuum cleaner placed atop a toy car controlled by a remote.

Rasna’s Juc-fit ad campaign signifies the company’s evolved strategy, which not just targets kids but parents and elderly alike. Rasna’s last campaign for the Ghar Ka range was essentially driven by adults and elderly, while Rasna’s Cola Cola and Juc-up targeted young mothers and kids. Rasna’s Juc-fit campaign intends to capture a larger audience base by positioning the drink as a family health drink.

With Juc-fit, Rasna has ventured into an altogether new market segment of Health Drinks.

Ek do teen Rasna Beyblade Quest sets the ball rolling for the Beyblade Championship, which will be sponsored by Rasna. The ad campaign urges kids to have their favourite drink, Rasna, by offering a unique opportunity to kids to win brand new Beyblade stations and get an entry into the final Beyblade Championship.

A ‘Q card’ has been made available with every 1 litre pack of Rasna, where each ‘Q card’ has a letter printed on it, whoever collects ‘I Love you Rasna’ will win a Beyblade station along with an offer to participate in the Beyblade Championship. The championship, scheduled for July comes around the time when every third kid, aged between 4 to13, in the country is a Beyblade enthusiast.

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