Akshay Kumar teams up with a Gorilla to beat the heat with Rasna

~ Two new TVCs with the brand ambassador ~

~ Three new Blockbuster promotions with freebies and collectibles launched nationwide ~

Mumbai, 16^th March 2015: With the onset of summers, Rasna, the leader in its category and the largest manufacturers of instant powder in the world, is all set to unveil brand new television commercials featuring its brand ambassador Akshay Kumar along with new additions to the Rasna family. Rasna has developed two new TVCs for 2016 featuring its new model, the brand mascot for 2016, a cute, fun loving, docile and child-like character that kids will enjoy associating with – a Gorilla; the new television commercials will be on AIR across the country starting March. The company has also roped in the youngNaisha Khanna as the new face of Rasna. The TVC has been directed by Curry Nation.

In keeping with its tradition to offer new and innovative offerings every year, Rasna also announced the launch of three new promotions featuring interesting and exciting freebies and for children to go along with the summer drink. Specially designed musical toys – Muzos – will be given Free with any 32 glass pack of Rasna Fruit Fun one of the most popular and Value for money product offering from the house of Rasna. 

The other two blockbuster promotions from Rasna this year are with the instant drink powder Rasna Fruit Plus. A unique sipper with an ice cooling stick is free with 4 x 125 gms packs. Water can be stored and refrigerated in the ice cooling stick overnight which can help the drink in the sipper fresh and cool all along the day in summers.

With 500gms of any Fruit Flus, a Mobifan is free. The Mobifan is a specially designed hand fan which can be carried along to provide cool air any time any where or as Akshay Kumar has mentioned in the TVC, ensuring "fan following everywhere".

These two blockbuster promotions are being offered for the 1^st time in India. These new blockbuster promotions were announced after an extensive research amongst kids and mothers between July and September of 2015, conducted by the company to ascertain the interests and attractions of children to bring them closer to the brand. The result is for everyone to see with the new engaging promos that Rasna has packed with the products.

Piruz Khambatta, Chairman and Managing Director, Rasna said, “A home-grown brand which has given India the first value-for-money drink, Rasna, in its positioning stands for 32 glass with Celebration, Party and Dance Music. The core of the brand lies in enjoying the smallest moments of life and celebrating life. Over the last few years, we have launched several interesting and exciting new products that cater to a wide range of our audiences and suit the taste of both the masses and the classes. The new promotions for 2016 and the new ad film are yet another endeavour from us to ensure a gentler and direct connect with our consumers and cater to their specific requirements. The research we conducted in 2015 led us to formulate the strategy for this year and come up with an interesting and novel new commercial and a slew of interesting collectibles like the Muzos that kids can collect.”

Rasna has developed two different TVCs, one each for their range of Fruit Fun and the Fruit Plus product range. The Fruit Fun ad will see the new Rasna girl, Naisha bravely and confidently engage with a Gorilla who emerges to scare kids playing in the garden. Naisha bravely faces the Gorilla to save her friends and starts playing the Muzos to the Gorilla, who stands confused and eventually starts dancing to her tune. As the ad progresses, the scared kids emerge from their hideouts and thank the girl for her bravery while calling her a hero. Towards the end of the ad it is revealed by Naisha that the Gorilla is the true hero as she reveals Akshay Kumar under the hood of the gorilla’s head. The ad closes with Akshay and the new Rasna girl echoing the most loved punch line – I Love You Rasna!

Mr Khambatta added, “A lot of effort has gone into the making of the new TVC. Infact, nine different scripts were researched across the country, with various situations and a surprise value. The gorilla was won hands down. There is a merit in showcasing a Gorilla because they communicate using gestures, body postures, sounds, etc. similar to the way we humans communicate while speaking. The plot was to promote Muzos and create a surprise value based on the celebration platform. And of course Akshay Kumar was the best choice to be the gorilla to induce fun with the kids.”

The second film is more athletic featuring Akshay Kumar taking a swim and talking about fitness and being healthy. The film resonates well to talk about the vital nutrients that Rasna has to offer for instant energy and at the same time a great taste to quench your thirst. The film showcases the vital ingredients with an endorsement from Akshay confirming the presence of 21 Vitamins, Minerals and Natural Fruit Energy in the drink. Rasna comes with numerous health benefits containing 21 vitamins, minerals, glucose and calcium and is an ideal energy drink cherished by people of all ages.

The company also unveiled a completely new packaging for its range of Fruit Fun, Fresh Fun and Fruit Plus today. Rasna concentrate comes in a unique dual format of powder and liquid, permitting consumers to enjoy freshly squeezed juice taste in addition to a healthy nourishing drink. The product is most economical at a starting price point Re.1/- to Rs.5/- a glass ensuring that every person can enjoy the great taste of healthy fruit drink including those at the bottom of the pyramid.

The year 2015 saw Rasna launching the country’s first Choco-filled healthy breakfast snack – RasnaVitos – full with 14 vital nutrients, the goodness of Wheat, Rice, Corn and Ragi. The product was launched across the country in two flavours – Chocolate and Strawberry and was made available in carton and poly packs, to cater to different categories of end consumers. Similarly, the company also launched its ready to drink product – RasnaJUCY – in seven different flavours available in various SKUs from 250ml to 1ltr. This, in addition to the launch of the Rasna Nimbu Pani, Rasna Masala Shikanji and Rasna Jaljeera -  an ethnic drink, amongst others.

Recently, Mr Khambatta was appointed as the ambassador of the Indian government’s Make in India campaign. As part of this initiative, Rasna has committed to support Indian SMEs by enhancing its purchase from SMEs from a current 50% approximately to over 70% going forward. Rasna has also committed to ensure complete indigenous purchase and utilization of Raw and Packaging Material and other procurement taking it from 95% currently to 100% indigenous purchase in 2016. Similarly, the company will also provide support to entrepreneurs who wish to come up with turnkey plants to manufacture food products that Rasna can market under its brand on contract manufacturing basis. Additionally, the company will also tie up with packaging material suppliers dedicated to Rasna with a focus on the Make in India initiative in mind. Rasna will foster and mentor start-ups as part of the Make in India initiatives. The company is extremely keen to work with young entrepreneurs and Mr Khambatta will be personally engaging with young entrepreneurs to guide and coach them to create profitable business ventures that are in sync with the initiative.

Rasna has also started a new state of the art manufacturing facility in Telangana State, in the month of January, taking the total number of Rasna world-class manufacturing facilities to 9, all India. Over the years Rasna has strengthened its distributor network in India to cover over 1.8 million outlets in towns with 5000 plus population, through the country, with a field force of 800 people. The global footprint of the Rasna brand has been rapidly expanding to over 40 countries worldwide across South Asia, Middle East, Asia Pacific, Africa, Europe and the US, led by robust growth in the Exports Business.