MAM

Rasna promotes Rasna Fruitplus on Big FM

MUMBAI: Rasna International has moved to a new positioning, shifting from ‘I love you‘ Rasna for years to ‘Shararat ek ghoont‘.


The fruit drink brand has chosen Big FM Mumbai as the prime medium to launch its latest offering, Rasna Fruitplus. 
 
Rasna International CMD Piruz Khambatta says, "As per our media agency, Media Directions, today Big FM is a very popular radio station of Mumbai and has the maximum number of listeners to reach out to our target group. We, therefore, selected Big FM as the station for Mumbai, because of its effectiveness. Radio is the perfect medium to reach out to certain segments of the society. With everyone tuned to radio, it plays a very critical role in the media plan and cannot be ignored. We are using a mix of radio and TV for optimal mileage and reach."


The brand has come on board with an innovative and creative month long campaign that promises to break the clutter, reach its audiences and create the mind-share for the product. The media campaign has been planned by Media Direction.
 
Big FM regional head west Saurabh Doshi, "We are very proud to have Rasna choose us as their partners. The effectiveness of radio is tremendous and we are happy to see more and more advertisers use it effectively to their advantage. This campaign, although recently launched has already created in-roads and interest amongst its target group. We are confident that the new messaging will come through clearly through this campaign, penetrating further into the households in Mumbai."
 
The month long campaign, which has only recently launched, has high spot intensity, airing an innovatively woven 45 second messaging talking about Rasna Fruitplus, which can be prepared in just five seconds.
 

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