Rasna launches heartwarming campaign for ‘Rasna Rich’

Rasna, India’s beloved household beverage brand, has unveiled an innovative new product – ‘Rasna Rich’ – a powder concentrate designed to deliver a richer flavor, fuller texture, and enhanced taste. To mark the launch, Rasna has introduced an emotionally resonant advertising campaign that captures the essence of childhood nostalgia, togetherness, and the joy of sharing.
A Refreshing Innovation at an Unbeatable Price

Rasna Rich is positioned as an affordable and value-packed option for Indian consumers, with each ₹10 sachet yielding three glasses of refreshing beverage, making it a cost-effective alternative at just ₹3 per glass. The flagship flavor of this launch is Mango, a perennial favorite among consumers. With Rasna Rich, mango lovers can now enjoy the taste of their favorite fruit throughout the year. Other available flavors include Orange, Lemon, Pineapple, Guava, and Mixfruit.

A Campaign That Strikes an Emotional Chord

To generate awareness and excitement for ‘Rasna Rich,’ the brand has launched a heartwarming campaign conceptualized by leading advertising agency ‘The Womb.’ The campaign leverages nostalgia and everyday moments to create a strong emotional connection with consumers, particularly families and children.

The centerpiece of the campaign is a touching ad film that follows two young boys making Rasna together while eagerly waiting for their little sister to grow up and join them in savoring the drink. The ad beautifully encapsulates the themes of childhood innocence, sibling bonding, and shared experiences. Designed to resonate across diverse Indian audiences, the film spans regions from Kalyan to Kolkata and Bathinda to Bengaluru, celebrating the joy of togetherness.

The advertisement is available in 60-second, 35-second, and 15-second formats, airing in eight Indian languages to ensure extensive nationwide reach. The new ₹10 pack, dubbed the “sharing pack,” reinforces the campaign’s core message—encouraging families and friends to come together over a glass of Rasna Rich.

To amplify this exciting promotional campaign, Rasna has rolled out a dynamic 360-degree marketing strategy, spanning television, print, digital and on-ground activations. The brand has also roped in 10 top influencers to engage Gen Z audiences, alongside extensive in-store displays, sampling drives and direct consumer interactions.

Speaking on the launch, Piruz Khambatta, Group Chairman, Rasna International, said: “Our new product embodies the aspirations of Indian consumers—an Atmanirbhar brand that delivers international quality at affordable prices. Rasna has always believed in offering products deeply rooted in Indian values, seamlessly blending nutrition, health, and taste. With this launch, Rasna strengthens its presence in Indian households and takes further strides into the ₹20,000-crore fruit drinks market, delivering world-class refreshment at unbeatable value.”

With ‘Rasna Rich’ and its touching campaign, the brand not only reaffirms its place in Indian homes but also sets new benchmarks in affordability, nutrition, and consumer engagement. This summer, Rasna Rich is all set to redefine refreshment for a new generation.