Rasna offers high celebs a miss; banks on the charms of regional influencers because it advertises Rasna as cake/cookie flavouring ingredient.Traditionally consumed as a summer time beverage, Rasna’s immediate fruit-based concentrates can now even be used as flavouring brokers in muffins, cookies, jellies and different home-made recipes.It’s, in actual fact, the core message of the main beverage model’s ongoing influencer advertising and marketing marketing campaign #LoveURasnaRecipes. Rasna is educating customers about how its flagship product can be utilized in methods aside from the same old fruit beverage.Rasna historically has demanded its customers’ involvement. The iconic Rasna beverage mixes aren’t the same old cut-pour-stir sort. Instead, they want a honest quantity of cautious mixing and measuring of components like concentrates, water, sugar and different flavouring brokers.With the marketing campaign, the model is searching for a stable spot within the record of components utilized in residence recipes. This want is normally addressed by smaller flavouring and essence manufacturers like Harvey’s, Auris, Bake King, amongst others.In dialog with afaqs!, Piruz Khambatta, chairman, Rasna, says that the chance got here up as a results of individuals, who had been locked of their houses due to COVID, experimenting with meals. With additional time on their fingers, they determined to give baking, and many others., a shot.Khambatta mentions that Rasna concentrates don’t include added sugar. That means, they match completely nicely as a flavouring agent. The new Rasna packs additionally include added immunity boosting vitamins like vitamin E, zinc, and many others.“An individual can have much less or extra sugar, as wanted, and use it as a flavouring agent. With the immunity constructing vitamins, it meets each the flavour and well being requirement.”He mentions that the customers have used Rasna for flavouring gadgets like milkshakes, ice lollies, ice lotions and even falooda for a few years with none brand-led initiative. The marketing campaign additional drives the utilization in the direction of muffins, cookies, puddings and jellies.“It occurs in my very own home. My father likes cookies and my daughter has been making them (cookies) with Rasna Kesar Elaichi.”Rasna’s selection of influencers is fascinating too. Instead of going for star ‘cooks’, the model partnered with lesser-known influencers like Bharatz Kitchen, Kanak Khathuria and MeghnasFoodMagic. The model has additionally collaborated with widespread regional influencers within the meals class house like Veg Village Food, Simply Swadisht, Tastee with Kiruthiga and Cooking with Benazir.Veg Village Food is definitely introduced by a Haryanvi grandmother. Despite lack of fancy enhancing and excessive manufacturing worth in her channel’s content material, it (the channel) is adopted by 4.61 million individuals.The model has additionally related to Mellow D, a widespread rapper, for a music video invoking nostalgia across the iconic model tagline ‘I Love You Rasna’. The marketing campaign has been crafted by Grapes Digital.“I didn’t want a Michelin star chef to endorse Rasna. That was the clear transient. They don’t lower ice with the model. I instructed it (Grapes Digital) to solely choose people who find themselves down-to-earth, ‘massy’ and do solely Indian recipes.”The branding is delicate too. “I’m additionally new to this. The customers perceive that it’s a company-sponsored video in the event that they see an excessive amount of branding.”Khambatta recollects watching a rooster tikka with oyster sauce recipe video. “The particular person cooking solely talked about the sauce model as soon as as the key behind the style. The video was most likely shot with a common handheld digicam. I used to be tempted to strive the sauce and I did.”However, since Rasna is an iconic model and enjoys 100 per cent recall, the model may have launched a new product to tackle the flavour want.Khambatta mentions that launching a particular flavouring product underneath the Rasna title may drive the massy model into a area of interest house.“In India, we want massy merchandise, one thing that each retail outlet will carry. The area of interest product could have restricted distribution.”He shares the instance of Mondelez’s flagship cream cookie model Oreo. Mondelez advertises the assorted use circumstances of Oreo as an ingredient – like Oreo cookie crumbs for dessert toppings, and many others. The chocolate firm may make Oreo cookie crumbs too, however it will cater to a restricted area of interest client phase, in contrast to the massy Oreo cookie.With the early onset of the summer time season this yr, Rasna was off to a good begin. However, with the present COVID state of affairs, the distribution has taken a hit once more, like final yr (2020). “It was superb until final month (April 2021),” Khambatta indicators off.
