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Rasna appoints Genelia D'souza as their brand ambassador

A new TVC featuring Genelia, which has been directed by Prahlad Kakkar, is slated to go on air this month

Rasna appoints Genelia D'souza as their brand ambassador

A new TVC featuring Genelia, which has been directed by Prahlad Kakkar, is slated to go on air this month

BestMediaInfo Bureau | Delhi | March 6, 2012

Rasna, the largest manufacturers of concentrates and instant powder in the world, in its continuous pursuit to offer the most cost effective, value-added products for customers, have reformulated its Fruit Fun range of concentrates and made them much more fruiter, thicker, tastier and most importantly, healthier. They have roped in the lively and bubbly Bollywood actress, Genelia D'souza as their brand ambassador. Known for her cheerful attitude, the actress will be featured in all communication and promotional campaigns of the brand. A new commercial has been shot with Genelia, which has been directed by ace ad film-maker Prahlad Kakkar and is slated to go on air this month.

Genelia's young and charming face appeals to the masses and she enjoys a huge fan following among school kids and youngsters. She also has a National appeal as she is not only a well know bollywood actress but is also quite popular in the South through regional films. Rasna has always maintained connect with children and even this time, they have an adorable kid Avan Khambatta (daughter of Piruz Khambatta), who is barely 6 and will compliment the actress's personality and together they will create magic on screen.

Genelia and Avan have great screen presence and give the commercial a delightful experience for the viewers. The proud father and Rasna's Chairman and Managing Director Piruz Khambatta, said, "Genelia's charisma resonates perfectly with our brand's full of life attribute. Youth relate with her girl next door image which will help us to reach the young generation in a fun and effectual way. She is the perfect choice for being a face for Rasna. We are confident to create a rage around the same in the market when the vibrant actress and endearing Avan will come together taking a cool Rasna sip. I am proud to welcome Genelia in the Rasna family and Avan for her first commercial feature."

The new Rasna Fruit Fun has been reformulated by adding fruit juice, vegetable extracts, fruit oils and adding up to 11 vitamins, minerals and glucose. This change has resulted from continuous research for which the company invested heavily in qualitative and quantitative data as well as household consumer panel data. The research proved that Rasna is the market leader in the powder and concentrate segment with almost 90 per cent share in this category, far ahead of the competition – both National and International.

Khambatta added, "As consumers evolve and seek more value addition and healthier products, we have taken the lead in formulating these with totally indigenous technology and raw materials."

Rasna concentrate comes in a unique dual format of powder and liquid, permitting consumers to enjoy freshly squeezed juice taste in addition to a healthy nourishing drink. And the product is most economical at Rs1.25 per glass.

In the past, Rasna has roped in celebrities like Karisma Kapoor, Hrithik Roshan, Anupam Kher, Paresh Rawal and Kapil Dev.

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