Rasna, India’s iconic beverage brand, has launched an exciting new product—‘Rasna Rich’—a powder concentrate that promises a richer flavor, fuller texture, and an enhanced taste experience.

A Revolutionary Offering at an Unmatched Price:

Rasna Rich is an affordable, value-packed choice for Indian households. Priced at just ₹10 per sachet, each pack makes three glasses, bringing the cost down to just ₹3 per glass.

The launch features Mango as the flagship flavor, a perennial favorite among Indian consumers. Other delectable flavors include Orange, Lemon, Pineapple, Guava, and Mixfruit, ensuring a refreshing experience for every palate.

A Heartwarming Campaign That Evokes Nostalgia:

To introduce Rasna Rich to the market, the brand has launched a compelling advertising campaign designed by ‘The Womb,’ a leading agency. This campaign aims to reconnect consumers with childhood memories, family bonding, and the simple joys of sharing.

At the heart of the campaign is an emotionally resonant ad film that portrays two young boys making Rasna together, eagerly awaiting their little sister to grow up and join them in enjoying the beverage. The ad beautifully captures themes of sibling love, innocence, and togetherness.

Spanning multiple regions—from Kalyan to Kolkata and Bathinda to Bengaluru—the ad film aims to create a deep emotional connection with Indian families. To maximize engagement, the advertisement is available in 60-second, 35-second, and 15-second formats and is being aired in eight Indian languages to reach a nationwide audience.

Introducing the ‘Sharing Pack’:

The ₹10 pack, branded as the “sharing pack,” emphasizes the joy of drinking Rasna Rich with family and friends. It aligns perfectly with the campaign’s central message—bringing people together through shared moments and flavorsome refreshment.

A Multi-Dimensional Marketing Approach:

To drive awareness and engagement, Rasna has implemented a dynamic 360-degree marketing strategy. This includes:

Television commercials for mass appeal.

Print advertisements for broad reach.

Digital promotions to connect with tech-savvy consumers.

On-ground activations to enhance direct consumer interactions.

Influencer partnerships with 10 top social media personalities to engage Gen Z audiences.

Extensive in-store displays and sampling drives to encourage trials and purchases.

Words from Rasna’s Leadership:

Piruz Khambatta, Group Chairman, Rasna International, expressed his excitement about the launch, stating: “Rasna Rich reflects our commitment to Indian consumers by offering an Atmanirbhar product that matches international standards at an affordable price. Rasna has always been a brand that blends health, nutrition, and taste while staying rooted in Indian values. With this launch, we are further strengthening our position in Indian households and stepping forward in the ₹20,000-crore fruit drinks market.”

Redefining Refreshment for a New Generation:

With the introduction of Rasna Rich, the brand continues to cement its legacy while catering to modern consumer preferences. By merging affordability, nutrition, and emotional appeal, Rasna Rich is poised to become the go-to summer beverage for Indian families.

Through its innovative product and touching campaign, Rasna not only reinforces its presence but also sets new benchmarks in the fruit drinks segment. This summer, Rasna Rich promises to bring people closer—one glass at a time.

Author: Ronak Rehal