Soft drink concentrate brand Rasna banked on nostalgia and roped in Music Composer Mayur Jumani to remix its iconic tagline 'I Love You Rasna' into a song.
https://www.instagram.com/reels/audio/3142231602706246/?hl=en
The brand also got in celebrity mom influencers like Soha Ali Khan, and Neha Dhupia, to groove to the track. In order to make the campaign more engaging, it asked people to make their own videos dancing to the song using #YehRasnaKaVibeHai. The winners are being offered a chance to win Rasna hampers throughout the year.
some of the posts from the campaign:
The campaign has been executed by Django Digital and so far, it has garnered a reach of 1+ million on Instagram. It was executed during the summer vacation period, making it a perfect time to target its audience- moms and kids.
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Shivang Shah
Shivang Shah, Co-founder at 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 ‘I Love You Rasna’ tagline and saw the evergreen advertisement on our televisions. To bring out the same emotions by adopting the new-age marketing strategy was a challenge we were willing to take on. We realised that this campaign was a success when moms in our neighbourhood were found grooving to this audio tune and sipping on Rasna with their children. The campaign has already garnered a reach of over 1+ million views and has created an engaged mom influencer community on Instagram. This just goes on to prove that Influencer marketing is one of the most effective ways to expand the brand’s reach and increase credibility in the market.”
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