Indiantelevision.com Team

(6 July 2006 11.37 pm)

NEW DELHI: Rasna Pvt Ltd, India’s largest manufacturer and exporter of food and beverages, today announced signing up Dentsu Marcom, the Indian arm of Dentsu Inc, for creative requirements of its core product portfolio, including dilutables segment.

The move is slated to consolidate Rasna’s position in the international market. Dentsu Marcom’s mandate is for total communication services, which entail brand equity, strategy development and product packaging.

Elaborating on the development, an official statement quoted Rasna Pvt Ltd MD Piruz Khambatta as saying, “Bringing Dentsu Marcom on board is a conscious move to leverage international linkages for strengthening Rasna’s target audience base.”

Khambatta added that Dentsu’s track record speaks volumes for its expertise in strategically marketing brands abroad. “Dentsu Marcom enjoys the best of Dentsu’s international experience and we trust the agency with its pragmatic approach to our brand,” the Rasna top honcho said.

Dentsu Marcom has devised a fresh communication approach to re-engineer the positioning of Rasna’s core product segment. The 360-degree approach entails both television and print campaigns, the statement added.

According to Dentsu Marcom chairman Sandeep Goyal, “Rasna is an iconic Indian brand, which has not only created a whole new beverage category of soft drink concentrates in India, but has been the only home grown brand that has given MNCs a tough competition.”

Portfolios handled by Dentsu Marcom include Suzlon, Canon, Sony Erickson, Tata Tea, Park Avenue, Parx, Be, HLL, Thomas Cook and Gati.

The Rs. 2,750 million Ahmedabad-based Rasna Private Limited has six regional offices and a strong distribution network, including 400,000 direct retailers and 700,000 indirect retailers, the statement said.

Rasna also has offices in the USA, Dubai and Bangladesh and a manufacturing base in the UAE and exports to more than 40 countries across the globe.