Rasna, India’s favorite household beverage brand, has unveiled its latest innovation – ‘Rasna Rich’. This powder concentrate is designed to offer a richer flavor, fuller texture, and an enhanced taste experience. To celebrate the launch, Rasna has introduced an emotionally engaging campaign that taps into childhood nostalgia, togetherness, and the joy of sharing.
Rasna Launches ‘Rasna Rich’
A Refreshing Innovation at an Unbeatable Price
Positioned as an affordable yet premium option, Rasna Rich provides consumers with an excellent value-for-money proposition. Priced at just ₹10 per sachet, each pack yields three glasses of refreshing beverage, making it a cost-effective choice at ₹3 per glass. The brand is launching Mango as its flagship flavor, catering to the year-round demand for this beloved fruit. Other available flavors include Orange, Lemon, Pineapple, Guava, and Mixfruit.
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A Campaign That Evokes Emotion and Togetherness
To drive awareness and excitement for ‘Rasna Rich,’ the brand has rolled out a touching advertising campaign conceptualized by The Womb. This campaign revolves around nostalgia, family bonding, and shared moments, appealing strongly to Indian households.
At the heart of the campaign is a poignant ad film featuring two young boys preparing Rasna together while eagerly awaiting the day their little sister will be old enough to join them. The advertisement beautifully captures themes of childhood innocence, sibling love, and the sheer joy of sharing. The film spans various Indian regions, from Kalyan to Kolkata and Bathinda to Bengaluru, ensuring it resonates across diverse audiences.
The campaign is available in 60-second, 35-second, and 15-second ad formats and has been released in eight Indian languages to maximize its nationwide reach. Additionally, the new ₹10 pack, dubbed the “sharing pack,” aligns with the campaign’s core message—encouraging families and friends to come together over a glass of Rasna Rich.
A Comprehensive 360-Degree Marketing Strategy
Rasna has gone all out to amplify the campaign with a 360-degree marketing approach, incorporating:
- Television commercials for mass reach
- Print advertisements in leading newspapers
- Digital marketing initiatives targeting young consumers
- On-ground activations such as sampling drives and direct consumer engagements
- Influencer marketing with 10 top content creators engaging Gen Z audiences
- In-store displays and promotions to boost visibility and conversions
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Rasna’s Vision for Affordability and Quality
Speaking on the launch, Piruz Khambatta, Group Chairman, Rasna International, emphasized:
“Our new product embodies the aspirations of Indian consumers—an Atmanirbhar brand that delivers international quality at affordable prices. Rasna has always been committed to offering products deeply rooted in Indian values, blending nutrition, health, and taste seamlessly. With this launch, Rasna further strengthens its presence in Indian households and makes deeper inroads into the ₹20,000-crore fruit drinks market, delivering world-class refreshment at unbeatable value.”
Conclusion
With ‘Rasna Rich’ and its emotionally resonant campaign, the brand continues to solidify its connection with Indian consumers. By offering a refreshing and affordable beverage while fostering moments of togetherness, Rasna is redefining the way India enjoys fruit-based drinks. This summer, Rasna Rich is all set to create cherished memories, one glass at a time.
