MAM

Rasna rolls out a new influencer campaign designed by Django Digital Crafts

The brand ropes in music composer Mayur Jumani to flip the iconic ‘I Love You Rasna’.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2022/06/23/rasna-new-pack.jpg?itok=-7BxU1GO

Mumbai: Rasna on Thursday launched a new influencer campaign on Instagram to bring back everyone's favourite summer cooler Rasna in a new avatar; remixing the old and iconic ‘I Love You Rasna’ jingle into an exciting new song to groove to.

The brand, in association with their digital partner - Django Digital, collaborated with music composer Mayur Jumani to flip the iconic ‘I Love You Rasna’ tagline into a fun and upbeat song with glass harps and other elements. The campaign kickstarted with mom celebrities and influencers dancing to the tunes of ‘I Love You Rasna’ and sharing their Rasna stories on their Instagram handles. Renowned celebrity mom figures like Neha Dhupia and Soha Ali Khan Pataudi can be seen grooving to the song. Apart from celebrity moms, the brand also partnered with influencer moms to reach their desired target audience.  

 
 
 
 

 
 
 
 
 
 
 
 
 
 
 

A post shared by Rasna (@rasna_international)

https://www.instagram.com/reels/audio/3142231602706246/?hl=en  

To make the campaign more engaging, people were asked to record a video of them dancing to the song using #YehRasnaKaVibeHai. The contest received a whopping response with entries coming in from all parts of India and making the contest an instant hit. The best dance video stands a chance to win free Rasna hampers for the entire year!  

Rasna has always been a household name, especially during summers when the brand gives its customers a little bit of relief from the scorching heat. The brand has an emotional connection with its customers and to keep that relationship alive, they decided to adopt the new age medium where their customers are present. This is when the need to remix the much-loved and iconic ‘I Love You Rasna’ tagline came into being.  

Speaking of this campaign, Django Digital co-founder Shivang Shah said, “It has been a pleasure to work with a legacy brand like Rasna. Times have changed since we first heard the iconic ‘I Love You Rasna’ tagline and saw the evergreen advertisement on our televisions. To bring out the same emotions by adopting the new-age marketing strategy was a challenge we were willing to take on. We realised that this campaign was a success when moms in our neighbourhood were found grooving to this audio tune and sipping on Rasna with their children. The campaign has already garnered a reach of over 1m+ views and has created an engaged mom influencer community on Instagram. This just goes on to prove that Influencer marketing is one of the most effective ways to expand the brand’s reach and increase credibility in the market.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/11/ferzad_variyava.jpg?itok=UY3fyowJ
Langoor ropes in Ferzad Variyava as chief creative officer

MUMBAI: Digital marketing agency, Langoor has appointed Ferzad Variyava as its chief creative officer. Variyava will drive brand strategy and creative thinking upstream, and help synergise big brand creativity with technology, data and Web 3.0 as part of the digital marketing transformation process.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/11/titus_upputuru.jpg?itok=0CaJZBhq
Taproot dentsu’s Titus Upputuru launches own company

MUMBAI: After eleven plus years at Taproot dentsu, national creative director Titus Upputuru has moved on to launch his own advertising and films firm – The Titus Upputuru Company. Upputuru was with dentsu since April 2011 and was elevated as national creative director in March this year.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/11/41.jpg?itok=llcINTUc
CleverTap raises $105 mn in series D funding round led by CDPQ

Global B2B SaaS platform, CleverTap has signed definitive agreements to raise $105 million in a series D funding round led by CDPQ, a global investment group that has committed $75 million, with participation from IIFL AMC’s tech fund, along with existing investors Tiger Global and Sequoia India.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/11/raksha.jpg?itok=obUjIQnZ
Brands celebrate sweet-sour bonding of brothers & sisters in Raksha Bandhan's ad campaigns

Mumbai: Raksha Bandhan, as the festival of love and bonding, is all about creating special moments. For brands to capitalise on the opportunity to celebrate the connections, brands put forth campaigns across digital platforms. Celebrating the occasion of love and bonding, brands across verticals...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/11/37.jpg?itok=4h-FrLtF
63% surveyed more likely to buy from brands that made inclusive efforts: Wunderman Thompson global report

Wunderman Thompson launches ‘Inclusion’s Next Wave,' a global trends report outlining the driving forces behind the next wave of inclusion. The report reveals the powerful role brands can play by putting inclusion at the heart of their business, in storytelling, design, and in the workplace,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/10/wing-comm.jpg?itok=JxhiV0Eg
Alice Blue hand over its PR duties to Wing Communications

Hyderabad-based digital, PR, and social media agency Wing Communications has bagged the PR mandate for discount brokerage company Alice Blue.

MAM PR & Communication
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/10/wrm.jpg?itok=KybWaULe
FoxyMoron wins the digital creative mandate for OTT player aha Tamil

Zoo Media Network’s digital creative and performance agency FoxyMoron has won the creative digital mandate of the OTT platform aha Tamil. The mandate will be handled by the agency’s Bengaluru office.

MAM Media and Advertising Digital Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/10/10-year-anniversary-logo.jpg?itok=FMKRbDD8
White Rivers Media turns 10, celebrates milestone with a second Mumbai office

Independent integrated digital marketing agency White Rivers Media (WRM), headquartered in Mumbai, celebrated its 10-year anniversary on 7 August.

MAM Media and Advertising Digital Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/10/ashish-tiwari.jpg?itok=lDyWaNDY
Home Credit India announces leadership appointment; Ashish Tiwari named chief marketing officer

Home Credit India has announced the appointment of Ashish Tiwari as its chief marketing officer (CMO). This decision was made with the continued focus on omnichannel marketing, led by a digital-first approach.

MAM Media and Advertising People