This summer season, Rasna that is known for its “I Love You Rasna” Tagline for years, has launched a digital forward strategy. Rasna has chosen to expand its usage and involvement in the kitchen by expanding its campaign to #LoveURasnaRecipes.
To share and amplify the message to reach out to the target audience, the brand has collaborated with a set of influencers. The brand has associated with Mellow D, a popular rapper, to strengthen the brand’s presence and increase the market penetration. And as a part of this association, the rapper created a music video to invoke nostalgia and revive childhood memories. With Mellow enjoying Rasna and re-creating memories around “I Love You Rasna”, the video was a fun one.
Other well- known chef influencers that the brand has collaborated with include Bharatz Kitchen, Kanak Khathuria and MeghnasFoodMagic. The brand, in addition to that, has also associated with famous regional influencers in the food category such as Cooking with Benazir, Veg Village Food, Tastee with Kiruthiga, Simply Swadisht. The influencers and chefs explored unique recipes like Orange Sponge Cake, Ice Lollies, Rasna Mango Shake and Rasna Flavored Jelly in which Rasna was used as an ingredient other than just a fruit drink, to make this summer season more enjoyable.
The influencers posted the videos on their social media platforms such as Facebook, Youtube and Instagram handle. To create a personal connection and increase the brand value, the brand used the digital medium.
Influencers posed a challenge and invited the audience to participate, making things more interesting and engaging. The challenge encouraged the audiences to make their own unique recipes with Rasna and the best recipes would receive a Rasna hamper along with a chance to win an Amazon voucher worth Rs. 5000. Also, the best recipes from the selected top 10 winners will get mention in the recipe book. Rasna will keep on surprising the consumers with the unique challenges and collaborations in the near future.
Speaking on the influencer campaign execution, Himanshu Arya, Founder and CEO- Grapes Digital said, “Rasna had to move beyond boundaries as “Recipes” has been the most searched category in 2020 during lockdown 1.0 and given the current scenario recipes is going to become huge in lockdown 2.0 too. Rasna also aspired to create something different this year, which involves them with consumers more than before. This campaign given the GWI Report of consumers interests in learning new skills and cooking is bound to rise. Also, Influencer marketing is one of the most effective ways to expand the brand’s reach and increase credibility in the market. Bloggers and influencers have now acquired a prominent share in brands marketing strategies. Influencers have become a mainstream medium in the advertising world.”
Speaking on the campaign, Piruz Khambatta, Chairman, Rasna Pvt Ltd, said, “Lockdown comes with a new normal and one new normal everybody is experiencing is the urge to become a cook. The urge to become a cook has opened doors for companies to innovate lots of products that can be used as cookery ingredients. How could Rasna be far behind? Through our soft drinks are always used for making beverages like falooda’s, mocktails milkshakes. Rasna has taken the lead this year to even make it into an additive to make items like cake, cookies, jellies and much more, of course in addition to our all-time favourite Ice Lollies”.
Rasna has an unbeatable 100% recall and almost 85% market share and it has been an innovative company be it a product launch, marketing or distribution, which makes it is a role model company.
Along with being a No.1 family-owned brand selling in more than 53 countries, Rasna is India’s most reputed FMCG business house. hey have 9 manufacturing plants and are ISO-22000-2005, HACCP, HALAL, FSSAI certified. With 26 depots across India, 200 Super stockists, 5000 stockists, 900 salesforces covering 1.6 million outlets, they have a strong distribution network. Rasna has a strong marketing network across the breadth and length of India and abroad. Rasna got various awards such as the prestigious Superior Taste Award 2008 instituted by The International Taste and Quality Institute, Belgium Cannes Lions London, Monde Selection Award, Master Brand The World Brand Congress Award and ITQI superior taste and quality award.