Soft drink concentrate brand Rasna banked on nostalgia and tapped music composer Mayur Jumani to remix its iconic catchphrase “I Love You Rasna” into a song.
The brand has also tapped celebrity influencer moms like Soha Ali Khan and Neha Dhupia, to follow the lead. To make the campaign more engaging, she asked people to make their own videos dancing to the song using #YehRasnaKaVibeHai. Winners are offered a chance to win Rasna Baskets throughout the year.
some of the campaign messages:
The campaign was executed by Django Digital and so far has achieved a reach of over 1 million on Instagram. It was run during the summer vacation period, making it a great time to target its audience – moms and kids.
Shivang Shah, co-founder of Django Digital, said, “It has been a pleasure to work with a legacy brand like Rasna. Times have changed since we first heard the iconic slogan “I love you Rasna” and saw the evergreen advertising on our televisions. Bringing out the same emotions by adopting the new-age marketing strategy was a challenge we were ready to take on. We realized this campaign was a success when moms in our neighborhood were found dancing to this audio tune and sipping Rasna with their children. The campaign has already garnered over a million views and created a community of engaged mum influencers on Instagram. This only proves that influencer marketing is one of the most effective ways to extend brand reach and increase credibility in the market.