Soft drink concentrate major Rasna has unveiled an ad campaign for 2013. In this commercial created by Curry Nation Brand Conversations, the company highlights its sub-brand Rasna Fruit Fun's flavoured variants with real fruits and vitamins, using an animated squirrel character Gillu alongside the Rasna girl.
The film opens as we step into a story book, in which a little girl is shown travelling. She tells the story through her voice over as she collects fruits from various places - like oranges from Nagpur, pineapples from America and Alphonso mangoes. She meets a friendly animated squirrel ‘Gillu’ in Nagpur, who helps her collect fruits through their journey. The little girl gets back home. She is shown serving fruit flavoured Rasna to her friends. She signs off with the voice over: 'Real fruits, many vitamins, lots of fun and Gillu! I love you Rasna'.
Piruz Khambatta, CMD, Rasna International, said, “Every year we launch a series of television commercials. For a company like us it is important to keep reinventing ourselves through contemporary ad campaigns that talk about the health benefits too.”
On the soft drink concentrate market where Rasna has been witnessing increased competition from the likes of Tang, he said, "Competition is healthy. It helps us expand the market."