5 things that he did to make every kid go ‘I love you Rasna’
The founder of the nostalgic popular brand, Rasna - Areez Khambatta passed away yesterday.
News reminded me of this iconic brand which was our go to drink during summer holidays.
Today, It is used across million households and exported to 60 countries.
Here are 5 #marketing lessons from Rasna-
👉Rebranding - The drink started as ‘Jaffe’ in Gujarat & Maharashtra, prior to 1979 when it was renamed as Rasna, a name out of Hindi word ‘Ras’ meaning juice, a more Indian sounding name vs Jaffe.
👉Value Proposition - In 80s, it presented a clear value proposition of a home made summer drink which is colourful, liked by kids & dirt cheap opposed to bottled soft drinks like thumbs up, Limca.
👉Category Creation - To my mind, it was a classic case of category creation. It was one of the first brands to teach how to use this new category (like Maggi) and shown the procedure of using concentrate to make 32 glasses.
👉#Advertising - Necessarily, it had kids stories in its ads with orange coloured drink. Stories like - ‘girl talking to teddy bear’, ‘Ab mummy Kay Karegi’…And it ended on a signature and consistent line ‘ I love you Rasna’.
👉 Rational Purchase - India was so high on value those days, it talked of 5 rupees, 32 glasses in its advertising too!
RIP Rasna Man.
———++++++
I write regularly on marketing/consumer trends and habits/productivity tips. Follow #RunningMarketer
No comments:
Post a Comment