Rasna unveils its latest summer campaign featuring Tamannaah Bhatia, the brand’s newest ambassador. The campaign aims to evoke emotions of love, happiness, energy, and success, while highlighting the infusion of 21 essential vitamins and minerals that invigorate the consumer. Tamannaah, a long-time admirer and consumer of Rasna since childhood, fondly recalls expressing her affection for Rasna in her early years.
Based on thorough market research and blind product taste tests, Rasna has reformulated its offering into a vitamin, mineral, and glucose beverage enriched with real fruit extracts. The new advertisement stems from comprehensive market research conducted across India to better understand customers and their evolving preferences. It emphasizes the natural, healthier, and delicious aspects of the drink, catering specifically to SEC A and B households, and positions Rasna as a tastier, thicker, and more nutritious beverage option.
Commenting on the unveiling of Rasna’s new brand campaign and repositioning Piruz Khambatta, Group Chairman of Rasna Group states, “We are very proud that even a celebrity like Tamannaah Bhatia was so keen to endorse Rasna being her childhood favourite. Today Rasna does not only stand for the Love of the generations like celebrity’s but also of the common person, we are very proud that Rasna today is not only consumed by the super-rich, but also consumed by the real masses of India living in the villages. So Rasna today with its offerings ranging from Rs.1/- a glass to Rs.10/- a glass touches all walks of life. We are also very proud of the fact that Rasna with its direct inroads into supply chain especially in rural areas is ensuring that the farmers get double the value of their crops, in line with our Prime Minister’s vision of doubling their income. Rasna is a proud Make in India brand which is made with only locally sourced products as Rasna is one of the only companies using only Indian fruits and raw materials compared to competition in the sector which imports most of the fruits and ingredients. We have taken the lead, to develop better quality, value added natural products with vitamins and minerals meeting the ever-dynamic requirements of the customers.”
Speaking on the partnership, Tamannaah Bhatia commented “There are brands and then there are legacies, Rasna is one such fine example from the heart of India. I take great pride in being associated with the most reputable beverage brand in the country. I understand now Rasna is fully formulated as a health drink with vitamins, minerals and glucose, I couldn’t be more excited to be a part of this campaign, as it will bring nutrition to millions. It is the first love of every child and embedded in my heart as my first love as well, I have never seen another FMCG brand with such a strong emotional connection. It is hands down the national beverage of the country.”
