MUMBAI: Instant fruit-based concentrate maker Rasna has rolled out a digital forward strategy this summer season. Known for its I Love You Rasna tagline for years, the brans has chosen to expand its usage and involvement in the kitchen by expanding its campaign to #LoveURasnaRecipes.
The brand has collaborated with a set of influencers to share and amplify the message to reach out to the target audience. To strengthen the its presence and increase market penetration, Rasna has associated with popular rapper Mellow D. The influencer created a music video to invoke nostalgia by re-creating childhood memories around I Love You Rasna.
The brand has also joined forces with Bharatz Kitchen, Kanak Khathuria and MeghnasFoodMagic. Apart from this, the brand has gone one step ahead and has associated with famous regional influencers in the food category like Veg Village Food, Simply Swadisht and others like Tastee with Kiruthiga and Cooking with Benazir. The influencers and chefs explored unique recipes like Ice Lollies, Orange Sponge Cake and Rasna Mango Chocolate Balls, Rasna Flavored Jelly and Rasna Mango Shake in which Rasna was used as an ingredient other than just a fruit drink, to make this summer season more enjoyable.
The videos were posted by the influencers on their social media platforms such as Facebook, Youtube and Instagram handle. The brand used the digital medium to create a personal connection and increase the brand value.
Making things more interesting and engaging, influencers posed a challenge and invited the audience to participate by making their own unique recipes with Rasna. The brand will choose the top 10 winners and the best recipes will get mention in the recipe book.
Grapes Digital founder & CEO Himanshu Arya 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. Also, Influencer marketing is one of the most effective ways to expand the brand’s reach and increase credibility in the market.”
Rasna chairman Piruz Khambatta 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?”.
