I am sure most of those who watched DD in the 80’s and early 90’s remember a series of ads (Vicco Turmeric Ayurvedic Cream, Pan Parag, Nirma Washing powder /soap bar, Dabur ka lal dantmanjan, Glucon-D, Tata Namak, Gold spot, Amul Chocolate, Vicks Action 500, Brooke Bond Red Label Chai etc.) that preceded the programmes and many of us have a strong recall value of those ads which bring nostalgic memories.
One among those was the RASNA ad (an ad that sent kids scampering to parents, demanding a glassful too) which had a cute and chubby girl saying before the ad ended: I love you Rasna!
In the mid 80’s and early 90’s, the Rasna ad was a huge hit. The ad showed a lot of kids drinking Rasna, and included one fat uncle who drank a huge jug of Rasna. The jingle went like “Ras ki rachna Rasna Tarah tarah ke swaad ki rachna rasna RASNA!”
Everytime they added some new flavour, the ad and the jingle would be modified. The ad showed a cute girl saying: I love you Rasna! (She was one more reason for the ad being a hit.)
Time changes everything. Sometimes, the changes are so drastic that it makes you feel uneasy. So is the case with Rasna. Rasna ruled the market and had a huge market share during that time. But slowly it lost its market share to its direct and indirect competitors.
Rasna has also included many others products in its product line and today when i was reading the news paper i saw this article which said that Rasna is lauching a new health drink and spending Rs.25 crore for various promotional activities this year.
Will this be helpful to Rasna and can it gain back its market share is the big question mark still?
Must read of what the chairman and MD of Rasna has to say.
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