Campaign : Shararat Ek Ghoont
Brand : Rasna Soft Drink
Concentrate
Company : Pioma Industries
Agency : Mudra
The Campaign
Rasna?s new ad campaign for this summer comprises three TV commercials showcasing children pulling a fast one so as to be the first one to finish drinking Rasna in a competition. The first ad begins with a geeky looking man telling the audience about the participants in the competition?a child and two grown-ups. In another of the ads, a small girl competes with a battery operated bear and an Egyptian mummy. The moment the buzzer goes off, the girl puts her hand behind the bear?s back and pulls out the battery. With little time left, the girl then throws the second competitor out of the way by removing the pin stuck on the length of cloth taped around the Egyptian mummy. With both the competitors out of the way, the girl happily sips away all of the Rasna drink. The ads end with the tag line: Shararat Ek Ghoont (One sip of mischief).
Our Take
A word of caution. This ad is not a suitable for adults! Kid?s discretion advised! A man with a table fan in place of head is unlikely to evoke the interest of grown-ups. But what might be illogical and irrational for adults, could in all probability amuse kids a lot. And that?s what Rasna wants to achieve. Break the clutter and capture the minds of kids ?who are smarter and naughtier than the generation before. Rasna has been among the pioneers when it comes to using the persuasion power of kids. Remember, the Rasna girl of the ?80s saying, ?I love you Rasna?. The current ad marks a major shift away from using a celebrity like Karisma Kapoor (seen in one of its earlier campaigns), towards a more generic fun-filled colourful ad with background music akin to a video game. The change of the Rasna tagline to Shararat Ek Ghoont might be an attractive fit for kids, but at the same time, Rasna runs the risk of loosing out on the nostalgia which grown-ups have with the product. But one thing is quite certain, this one is sure to make kids laugh. For adults, bring alive the kid in you!
Ratings
*****
? By Rahul Sharma