Rasna has brought back its 'I love you Rasna' campaign with a film featuring veteran actors Ram Sethi and Daisy Irani.
Conceptualised by Scarecrow Communications, the film opens with an elderly man greeted by a security guard. The conversation between the guard and the man, shows that the latter has been visiting that house frequently, but not entering it. The man enters but restrains from ringing the bell. He opens an old basket in which there's an old 'I love you note' along with a heart and a girl's picture. The film then shifts to a flashback.
A young child writes 'I love you' on a sheet of paper and is all set to throw it in her direction, but a teacher walks into the class. A few years later the man tries again, but just as he's ready to greet the lady, a bucket of paint is emptied on him. The man faces several other failed attempts during the course of his life.
The scene shifts to the present, where the man gathers courage to ring the bell. He's greeted by the lady. The duo exchange smiles as the lady gets him a glass of Rasna. The man takes a sip and says, 'I love you' to the joy of the lady, but adds 'Rasna' to complete his sentence. The lady looks at him angrily.
The voice over says, 'Bachpan se jisse love kiya ho, aakhir ussi ka naam zabaan pe aayega' (You will invariably take the name of the one you've loved since your childhood) as the duo are shown clinking glasses.
Piruz Khambatta, chairman and MD, Rasna, said, “Over the years, Rasna has unveiled some of the most remarkable and lovable campaigns. Our latest campaign has been created keeping in mind our journey of over generations wherein we have spread love and served more than 120 billion glasses. Unlike earlier campaigns wherein our mascot has always been a girl child between 3 to 8 years, this time, we have roped in two iconic Bollywood veteran actors. I am confident that their charm as Rasna’s 60-year old grand man and grand lady, will amplify the overall impact of our ads.”
The film explores different formats and platforms in order to cater to the interest levels of people of all age groups. The two minute ad-film will also have 40 and 30-second edits.
Client team: Piruz Khambatta, Binaisha Khambatta, Shobhan Dhruva
Agency: Scarecrow Communications
Creative team: Manish Bhatt, Raghu Bhat, Shrenik Chedda, Yogesh Rijhwani, Nikhil Kerkar, Modhurenu Datta and Yuvraj Gorule, Sakhi Shah, Joybrato Dutta, Vaishakh Jhunjhunwala, Gaurav Vaswani
Account management team: Mangesh Mulajkar, Prerana Suvarna, Sajesh Soman
Production house: Chrome Pictures
Director: Vijay Veermal
Producers: Poonam Wahi, Napolean Daniel Amanna
Special thanks: Amit Sharma
DOP: Tapan Basu
Art: Urvee Ashar and Shipra Rawal
Production controller: Sandeep Gupta
Product specialist: Goldwyn Fonseca
Post producer: Dutta Yewale
Music director: Abhishek Arora
Singer: Chetan Shashital
Lyrics: Manish Bhatt
Sound engineer: Chester Misquitta
VO: Manasi Scott
Editor: Meghna Manchanda Sen
Online editor: Sunil Pathak
Senior accountant: Kalpesh Darji
Storyboard: Vikas Girkar and Amol Tupone
DA: Akshay Panchal
AD(s): Abhishek Singh and Sahil Parashar
Trainee: Gopal Verma
Assistant producer: Tanvi Shinde
Assistant cinematographer: Rajesh Nare
Art assistants: Kalyani Shah, Rizwan Thakur, Satya Shekar & Sayalee Thakoor
Post Supervisor: Sanjay Malvankar
Music Director’s assistant: Samyuktha Narendran and Shayan Chakraborty
Sound engineer assistants: Rishi Rawtani and Tommy Monteiro
Accountant: Vikas Tambe
Post production assistant: Abhishek Singh