Suspension a short-term setback; brand IPL will continue to remain strong, feel advertisers
With the IPL being suspended till further notice, only brands focusing on summer may move to other avenues, say experts. Star India may end up losing Rs 400 crore in advertising, estimates say Mumbai, May 05, 2021
The suspension of the current season of the Indian Premier League (IPL) may create a short-term disruption for both advertisers and the broadcaster Star India but the overall value of Indiaâs biggest TV event and sporting league is unlikely to take a beating, experts feel.
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âI didnât want a Michelin star chef to endorse Rasnaâ: Piruz Khambatta
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Rasna gives top celebs a miss; banks on the charms of regional influencers as it advertises Rasna as cake/cookie flavouring ingredient.
Traditionally consumed as a summer beverage, Rasnaâs instant fruit-based concentrates can now also be used as flavouring agents in cakes, cookies, jellies and other home-made recipes.
Itâs, in fact, the core message of the leading beverage brandâs ongoing influencer marketing campaign #LoveURasnaRecipes. Rasna is educating consumers about how its flagship product can be used in ways other than the usual fruit beverage.
Rasna has also collaborated with chef influencers like Bharatz Kitchen, Kanak Khathuria and MeghnasFoodMagic. It has associated itself with famous regional influencers in the food category, like Veg Village Food, Simply Swadisht, Tastee with Kiruthiga and Cooking with Benazir. The influencers and chefs explored recipes like ice lollies, orange sponge cake and Rasna mango chocolate balls, Rasna flavoured jelly and Rasna mango shake.
The videos were posted on their respective social media platforms, such as Facebook, YouTube and Instagram. The campaign has been crafted by Grapes Digital.
Speaking on the campaign, Piruz Khambatta, chairman, Rasna, said, âLockdown comes with a new normal, and one new normal everybody is experiencing is the urge to become a cook. It has opened the doors for companies to innovate lots of products that can be used as cookery ingredients. How could Rasna be far behind? Our soft drinks are always used for making beverages like faloodas, mocktails and m
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