Rasna
What it Is:
By Puneet Gupta from Erasmus Coolhunt ‘08: ‘You Will Respect My Authority’;This trend is very well shown in the advertisements of Rasna. Rasna is a domestic brand which makes Soft Drink Concentrates (SDC) in India. It commands about 80-90 percent share of SDC category in India. Rasna was voted the No 1 most trusted brand in the beverages category in Most Trusted Brands Survey in 2003, above majors including Pepsi, Coca-Cola and Horlicks.
Why it's cool:
Rasna is a good example of the above trend as it is a drink which titillates the taste buds of children and hence they become the main consumers as well as decision-makers for the brand. Hence the brand through its ad campaigns over the years has shown children as the protagonist influencing the purchasing decision by love or by whining. Below are the examples of the trend in their advertising campaigns where the link shows a TV advertisement where a young kid whines in a supermarket for buying the product. These examples I have remembered from watching these ads myself.
Example 1: Rasna – Kid influencing the purchasing of the brand
Example 2: A print ad showing how kid is establishing Rasna as his favourite drink:
