Conceptualised by Scarecrow Communications, the film targets mothers and kids and gives a quick solution to get rid of tiredness after a long day at school
BestMediaInfo Bureau | Mumbai | March 24, 2017
Rasna, the fruit juice concentrate, has released yet another film, this time for its instant mix variant called Rasna Insta. The ‘Pyarelal ke bachpan ka pyar’ film released a few weeks back was much talked-about. Conceptualised by Scarecrow Communications and directed by Vijay Veermal, the film has been produced by Chrome Pictures.
The film, targeted towards kids and mothers, shows how kids today get tired after a long day in school, and how they crave for instant refreshment without any wastage of time. It has been highlighted in a quirky and interesting manner, through this film. The brand’s promise is highlighted with its tagline, ‘Energetic taste without time waste’.
Commenting on the campaign, Manish Bhatt, Founder Director, Scarecrow Communications said, “When the brand proposition says ‘Energetic taste without time waste’, so should its communication be. So we decided to take a dig on Darwin’s Theory of Human Evolution and give it a quirky spin-off that resonates with the young generation.”
Piruz Khambatta, Chairman and Managing Director, Rasna, added, “We always improvise on our products, keeping in mind the interest of our consumers. Rasna is totally committed to provide healthy fruit drink at a very affordable price to its consumers and that is why Rasna Insta is the fruitiest and most fortified beverage with 21 vitamins and minerals, a drink that can be made in only five seconds giving instant energy."
The film starts with a stereotypical class teacher (played by Mushtaq Khan) teaching his students about how it took five million years for humans to reach from the hunched ape civilisation to the modern generation. A student gets curious and asks the teacher that why it took them that long to stand straight, and questions if they didn’t have Rasna Insta that time. The whole class bursts out laughing at this point.
The kid reaches home along with his friend, where the mother tells them that to stand straight they don’t need five million years, but only five seconds, followed by the product window where it is shown how Rasna Insta energises one in five seconds. The product window shows the evolution chart, but with the student this time.
The film is accentuated with a retro-styled quirky song titled ‘Thake thake se bacche’ which plays as the students are leaving school and all of them are hunched with the burden of books, making them look like the hunched apes. It reminds us of the famous choreography walk shown in Pink Floyd’s ‘Another brick in the wall’ music video.
The TVC :
Agency: Scarecrow Communications Ltd.
Creative Team: Manish Bhatt, Raghu Bhat, Joybrato Dutta, Vaishakh Jhunjhunwala, Yatin Vaidya, Gaurav Vaswani, Prashant Patanakar, Tushar Chinchawalkar
Account Management Team: Mangesh Mulajkar, Prerana Suvarna, Sajesh Soman
Client: Rasna International (Piruz Khambatta, Binaisha Khambatta, Shobhan Dhruva)
Production House: Chrome Pictures
Director: Vijay Veermal
Producer(s): Poonam Wahi, Napoleon Daniel Amanna