Mumbai, 5TH March 2015: Rasna, the leader in the concentrated drinks category and the largest manufacturers of instant powder in the world, announced the signing of Bollywood Superstar and one of the fittest actors in the film industry,Akshay Kumar, as the company’s Brand Ambassador. Rasna has kicked off its 2015 campaign with a brand new TVC featuring Akshay Kumar and the Rasna girl, Avan Khambatta (Avan is the daughter of Piruz Khambatta, Chairman and Managing Director of Rasna). The new television commercial directed by Curry Nation, will hit national television in March 2015. Ace photographer Dabboo Ratnani was roped in for still photography, for a refreshingly new packaging of Rasna that will see both, Akshay and Avan in a great new avatar! The campaign continues to use the 'I love you Rasna' tagline, attached with the brand since 1987.
Rasna has also launched three special promotions to kickoff an early summer: a 500ml Sports Bottle worth Rs 50/- Free with Rasna 500gm Fruit Plus pack; a 1 litre Super Sipper worth Rs 75/- Free with three litro packs Rasna Fruit Plus and; an attractive Jug worth Rs 100/- Freewith three Rasna Fruit Fun Packs.
Piruz Khambatta, Chairman and Managing Director, Rasna said, “I am very happy to welcome a celebrated superstar like Akshay Kumar into the Rasna family. His joining hand with Rasna surely indicates the penetration that the brand has enjoyed over the last four decades. Today’s generation has become extremely health conscious and wants products that have health benefits attached to it. As a brand we took the early initiative to introduce variants to Rasna that offer such benefits and now, with the coming of Akshay, a health freak himself, the combination is sure to be unshakeable. Akshay’s image as a health conscious, fighting-fit actor,who connects well with the audience across the income levels, is well placed to resonate with the target group of Rasna which connects across all age groups “
The new commercial will see a very unique integration of a Bollywood celebrity into a brand that resonates well within the households. The TVC starts off at a film set with a geeky looking Akshay with oiled, parted hair sitting and rehearsing for his shot when a young boy passes by. The boy realizes the person sitting resembles actor Akshay Kumar and requests him to accompany him to his house as it is his mother’s birthday, and as she is also a great fan of Akshay Kumar. The ad progresses with Akshay at the boy’s house wishing a shocked and an equally excited mother who invites him to join her birthday party; Rasna is served. From a geek look to a complete transformation into a rapper with spiked hair, heavy accessories and a rough bearded look, Akshay is seen rapping and dancing to the Rasna jingle and sipping on the drink along with other kids. The ad closes with Akshay echoing the most loved punch line – I Love You Rasna!
The new Brand Ambassador of Rasna, Akshay Kumar said, “From being a Rasna consumer to endorsing the brand today, it has been a very happy journey for me. As a young kid, I still remember the affinity I had for the orange coloured drink that Rasna was. Over the years, the product has evolved to offer a far more effective, nutritious and a healthy product to its consumers – something I truly believe in. This is a moment of great happiness and pride to me as I connect with a very loved brand of my childhood today.”
Rasna comes with numerous health benefits containing 21 vitamins, minerals, glucose and calcium and is an ideal energy drink cherished by people of all ages. Rasna concentrate comes in a unique dual format of powder and liquid, permitting consumers to enjoy freshly squeezed juice taste in addition to a healthy nourishing drink. The product is most economical at a starting price point Re.1/- to Rs.5/- a glass for every person living even in the village can enjoy the great taste of healthy fruit drink.
Avan Khambatta, the Rasna girl and daughter of Mr. Piruz Khambatta, said, “I am a big fan of Akshay Kumar and always wanted to work with him. I was excited when I got to know that I will work with him. Daddy made my wish come true”.
In the past, Rasna has roped in celebrities like Karisma Kapoor, Hrithik Roshan, Anupam Kher, Paresh Rawal, Virender Sehwag, Genelia D’souza Deshmukh and Kapil Dev.
Rasna Pvt. Ltd. is one of the most awarded and respected family-owned business house and one of the largest manufacturer and exporter of beverage and processed food in India. Rasna created a category of soft drink concentrate in the beverage category and continues to dominate the segment with a 90 per cent market share. Today, the company has the largest capacity in Asia to make powder concentrate with 7 facilities spread across the country.
The company has a huge distribution network comprising 35 depots, 2,500 stockists, 1.8 million retail outlets and a sales force of over 700 across the country. Rasna’s products are available in more than 40 countries worldwide. Rasna’s philosophy rests on producing and marketing the best of products and developing long-term relations in the market. Over the last 10 years, Rasna has successfully spread its wings with its Exports Division, offering the extremely successful Soft Drink Concentrates, Instant Drink Powders and Ethnic range of products to the global markets. Rasna has also been awarded with The International Taste and Quality Institute (iTQi) award and host of other awards and applauses.