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 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.

Latest Reads
Multi-media ad campaign to popularise gold coin

A year after it was first launched, a multimedia advertising campaign is being launched to drive awareness around Diwali on the availability of the Indian gold coin by the Mines and Minerals Trading Corporation along with World Gold Council. Being launched this week, the campaign will cover...

MAM Media and Advertising Ad Campaigns
Vizeum launches Binary, special advisory unit for media clients

“Media business is, in the short term, headed for a tipping point, driven by the changing consumer-media interface,” emphasises Vizeum India MD Shripad Kulkarni, who strongly believes that media companies need a definitive transformation strategy in place now.

MAM Media and Advertising Media Agencies
Havas Media bags Rs 15-cr Sujata account

MUMBAI: Havas Media Group India has bagged the integrated media duties of Sujata, an Indian Consumer Electronics & Home Appliances brand for Juicer Mixer Grinders. The incumbent on the business was Exposure Media. The account will be handled out of Gurgaon office led by Uday Mohan. The...

MAM Media and Advertising Account
TV festive ad spend to reach Rs 8000 cr; experts divided

MUMBAI: The festive months of October and November are welcome months not just for you and your family, but for most Indian brands as well. After all, they eagerly wait for this early window when consumers loosen up their purse strings and put their Diwali bonuses to good use, aka, shopping.

MAM Marketing MAM
Amagi partners with BARC India to offer monitoring of geo-targeted TV ad-campaigns

Amagi Media Labs has entered into a partnership agreement with India’s apex television viewership monitoring body BARC India to help advertisers monitor geo-targeted ad-campaigns of brands across TV channels.

MAM Media and Advertising AD Agencies
iProspect conceptualises unique digital video for ICICI two-wheeler insurance

iProspect India has conceptualized and executed a unique digital video for ICICI Lombard General Insurance in their latest campaign on two-wheeler insurance.

MAM Media and Advertising AD Agencies
eBay engages consumer with live game on FB

MUMBAI: Festive season is a busy time for Indian brands, especially the e-commerce players given the shopping spree the nation witnessed around the time. Thus it becomes important to brainstorm on new and unique ways to get the consumer’s attention; something different from the unbelievable...

MAM Media and Advertising Ad Campaigns
Culture Machine & Quaker Oats aim to feed kids

As the festive mood gathers spirit in the country, Culture Machine’s digital channel Being Indian, in collaboration with Quaker Oats, have released a new campaign. Titled "Ek Muthi Sonu ke Naam", the video urges people to pause and spare a thought to the millions of children who go hungry.

MAM Media and Advertising Ad Campaigns
BTVi unveils new brand positioning

BTVi has unveiled its new positioning, #OpinionsThatCount, aimed at impacting the opinions of the influencers. With this, BTVi will be the voice and choice of the influential. An integrated campaign will be launched primarily catering to influencers, key decision makers and opinion makers.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories