Exchange4media: This season Rasna has used radio as a medium to market their fruit plus product. Rasna has tied up with Big FM for its campaign with a tagline ‘Shararat ek ghoont’.
Commenting on the tie-up, Saurabh Doshi, Regional Head – West Zone, Big FM, said, “We are very proud to have Rasna chose us as their partners. This campaign, which was launched recently, has already created in-roads and interest amongst its TG. We are confident that the new messaging will come through clearly through this campaign, penetrating further into the households in Mumbai.”
On speaking about the tie up and choosing radio as a medium, Piruz Khambatta, CMD, Rasna International, replied, “Although TV will remain our key focus, radio is perfect medium to reach out to certain segments of the society. After going through the data provided by the agencies, we came to the decision that IPL is impacting TRPs of the GECs and the shine of TV is going away. Hence, we decided to choose radio as it can be an effective medium during the IPL.”
The recently launched campaign is aired at peak hours sending out the message that Rasana fruit plus can be prepared in 5 minutes. With Rasna’s research findings proving that today’s kids are naughty, gadget-savvy, creative, competitive and highly informed, the brand has been repositioned as one that partners in exploration, giving an edge to compete, promising to break from the mundane and creating a new reality.