Making Rasna relevant – moving it from “sweetened, coloured, artifical drink” to a “tasty, natural and fruity drink”
Rasna was perceived as an everyday, tasty and affordable drink. We had to create aspirational appeal for the consumer and create credibility for the natural, fruit based products.
In depth immersion led us to the consumer insight – ‘Looking for small ways to escape the drudgery of life’, reducing the mundane elements of life. We infused freshness into the brand by enhancing natural, fresh fruits on the pack to connote a fruity drink with youthful tones.
Our intervention transformed an old nostalgic brand into a new evolved healthy beverage.