Branding :

From 'I love you, Rasna' to 'Life mein Rasna milaofy', the three-decade old brand that has practically defined 'summer quencher' for children in the '80s and '90s has come a long way. With increasing competition from global players.The brand's latest campaign, 'Milaofy', shows how Rasna is breaking away from its 'kids only' image and catering to a wider group of consumers by launching new offerings.

The reason given by the Director of the Rasna is :"We want to get out of 'kiddy' drink, 'party' drink space,"  adding "it's a bold move by the market leader to expand base and grow. We are reinventing the strategy. "The campaign is aimed at converting the consumers of Maazas and Slices to Rasna — whether be it our powdered drink or ready-to-drink beverage.

·         Rasna had to evolve not just in a ‘life-cycle’ sense, but also to keep up with its competition," says Madhukar Kamath, group CEO & MD, Mudra Group, the agency that handled Rasna till 2005. From Mudra, the account moved to Dentsu and then to Rediffusion YR in 2009. The brand started its communication highlighting ease of use, which was followed by economy of use, both in 1984. "The ease of making Rasna with children making the drink themselves complemented the positioning of the brand", says Kamath. Next came the idea of appealing to mothers through children. "And when colas came in, there were flavour stories", he adds.

     The brand idea is ‘Reclaiming Childhood’ and our campaign, taking after the idea           called ‘Taste the Madness'. Children aren’t growing up the way we did, and we                 have to clamour for attention in a growing market. It was on this insight that the               Fruit Plus campaign was launched.

     With global brands such as Tang ("Which has been launched for the fourth time in India", according to Khambatta), and Indian brands such as Kissan, Glucovita, Mapro etc., the big question now is whether Rasna will survive this time around. Says Kamath, "I have seen Rasna grow from strength to strength from the time it started, and they have been consistent in reinventing themselves. It is a very strong brand."

Holistic Marketing:

Ever since it was started several years ago,Rasna has really reached the top in the non carbonated drink category . It has, always made efforts to give the best possible value proposition to the consumers of ‘value for money’.The introduction of the new category signifies our acknowledgement that the Pioma industries have developed something good and new.They believe in offering the best products to the customers. The products that are enriched with natural taste, more nutritional value and a variety of flavours will win even at very competitive prices also.

Ju-C was earlier designed to facilitate the rapid extension of Rasna’s presence into events where healthier, quick serve options were required such as K-12 schools, college campuses &university locations, convenience stores, mom and pop stores including entertainment venues. Ju-C will be available across the country in four tempting flavours (Mango, Apple, Orange and Mixed).