Promotion:

At times, Piruz Khambatta's tone appeared  a little over the top, on the subject of his rivals. "Tang is a super flop in India, Coke's Sunfill was a disaster and Fanta too bombed," boasts the chairman and managing director of Rasna. "We love rivalry, but there are no rivals," he said. While Khambatta was having a tone of an angry 18-year old, the 44-year-old's self confidence stems from a good run. The Ahmedabad-based brand feels proud over 90 per cent of Rs 600 crore soft drink concentrate market in the country and has so far decimated MNC biggies over three decades.

. The brand has finally said goodbye to its the 'I Love You Rasna' era. The youthful imagery, peppy tone and exuberant visuals of the new TV commercial, not to forget the funky tagline — 'Life Main Rasna Milaofy' — gives it an image that Khambatta hopes will appeal to a youthful consumers.

From 'I love you, Rasna' to 'Life mein Rasna milaofy', the thirty year old brand that has practically defined 'summer quencher' for young and little consumers in the '80s and '90s has come a long way. Rasna as a brand is apparently thinking again its positioning in the market. In the last few years, Rasna has ventured into high margin ready-to-drink product segments like energy drinks, fortified water and topnotch fruit juices in collaboration with global companies.

The brand's latest campaign, 'Milaofy', shows how Rasna is turning away from its 'kids only' image and providing to a wider group of consumers by launching new offerings. Executed by Curry Nation, the slice of life film captures how people across age groups can brighten moments in their lives by savouring Rasna.

IMC for Rasna:

Advertising and communication objective:

Advertising:

• make  awareness for new products.
• Inform consumers
  -of new features and the benefits.
  -Price changes.
  -Important for building primary demand.
• Persuasion
  -Build brand preference or change buyer perceptions.
  Especially important for buiding demand in competitive markets.
  
  
  Communication :
• Create brand awareness for your company 
• Defining a need the product or service cn fulfill.
• Encouraging action from the target.
  
  IMC Tools:
• the concept that makes all the marketing tools to work together as a unified force rather than work in isolation.
• IMC not only creates awareness but evokes the purchase action.
• However it limits clients ability to take advantage of specialists in various IMC areas.
  
  IMC:
   Advertisement:
• Use of various media vehicles sucha s televison newspaper, radio and magazines
  
  Personal Selling:
• Face to face communication with the buyer.
  
  Sales Promotion:

Targeting the children and housewives, sponsoring event in schools ,colleges, events like marathon race.