·
Rakul Preet Singh and Areez
Khambatta Lead a Digital-First Campaign Inviting Fans of All Generations to
Join the Fun
·
With
the newly enhanced Rasna Nutri+, the company is expecting to grow at the CAGR
of 15 – 20%
AD Campaign link: here
New Delhi : Rasna, India’s most iconic and beloved
beverage brand, is officially redefining the summer refreshment landscape with
the launch of Rasna Nutri+. This nutrition-enriched powder concentrate
is a breakthrough from the Rasna R&D division, meticulously designed to
meet the demands of modern Indian families by blending legendary taste with
essential wellness benefits.
Rasna with commanding market share of 70% plus of
concentrate market aims to consolidate same with higher CAGR 15-20% above the industry rate. To achieve the same
Rasna has worked out high budget marketing plan and as also further boosted
distribution channel especially in semi urban and rural areas which forms bulk
of the concentrate market.
The launch
arrives at a pivotal moment. The Indian health drinks market was valued at USD
9 billion in 2024, projected to grow at a robust 11–12% CAGR over
the decade. Rasna Nutri+ is positioned to lead this surge, catering to the
rising consumer appetite for functional beverages fortified with vital vitamins
and minerals.
The
"Prankies" Phenomenon: A Digital Challenge for Everyone
To ignite the digital landscape,
Rasna is bringing back the legendary collectible 'Prankies'—the
fan-favorite toy critters including Snakes, Lizards, Rats and more. These are tucked inside Rasna Nutri+ 32-glass
packs and Rasna Insta Nutri+ 500g packs.
- Go Viral: Rasna is inviting everyone to join
the fun. Whether you're a student, a parent, or a professional creator,
anyone can participate in the digital prank challenge.
- How to Win: Simply upload a video pranking friends or
family to social media. Selected entries will win exclusive prizes and
earn a featured spot on Rasna’s official platforms.
A
Star-Studded Media Blitz
The 2026 summer
campaign features Bollywood powerhouse Rakul Preet Singh as the brand’s
new ambassador. The ad campaign captures a playful "prank war"
between Rakul and two child actors, introducing the next generation of icons:
the new Rasna Girl and Rasna Boy. This year holds special significance as seven-year-old
Areez Khambatta, the youngest son of Mr. Piruz Khambatta, makes his much-anticipated
debut as the Rasna Boy.
Mr. Piruz
Khambatta, Group Chairman, Rasna, said:
“Today’s
customers refuse to choose between wellness and taste. Rasna Nutri+ bridges
this gap perfectly. We are also incredibly proud that Rasna remains a 'Make in
India' pioneer. By using only locally sourced Indian fruits, we ensure our
farmers get double the value for their crops, aligning with the Prime
Minister’s vision of doubling farmer income. We are aligned with large number
of farmers to source fruits across the country. Unlike competitors who import
ingredients, we are 100% Indian and proud to export our range to over 60
countries. I am equally excited to see my son Areez carry forward the joy of
Rasna in this new campaign.”
Brand
Ambassador Rakul Preet Singh added:
“Rasna is such
a nostalgic brand for so many of us, it instantly reminds me of childhood
summers and simple, happy moments at home. What I really like about Rasna
Nutri+ is that it keeps that same familiar taste we’ve grown up loving, but now
also comes with added nutrition. I think that’s a great combination, because
today families are always looking for options that are both tasty and
nutritious. I’m really happy to be associated with a brand that brings those
two things together.”
Dominating
the Digital & Traditional Airwaves
Rasna is
executing an aggressive, digital-first strategy to reinforce its 70% market
share:
- IPL & Beyond: Rasna will dominate the airwaves during Jio
IPL live matches for massive nationwide reach.
- Influencer Power: A network of 50+ high-reach
influencers will amplify the Nutri+ and Pranky campaigns through
original, engaging content.
- Omnichannel Presence: The campaign spans YouTube, Meta, and
programmatic platforms, alongside heavy presence on Kids channels
and traditional TV to deepen penetration in rural and semi-rural markets.