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Sushant Kale
Strategy | CEO’s Off... • 3m
Remember Rasna? The drink that basically ran summer vacations in every 90s Indian household? Well, it’s back. But this time, not just in your glass—it's sneaking into your desserts, snacks, and basically any recipe where you’d never expect a fruity sugar rush. Why? Because nostalgia sells, and Rasna knows it. The Game Plan: During Lockdown 2.0, when people had nowhere to go and suddenly decided they were MasterChefs, Rasna saw an opportunity. Instead of just being the OG budget summer drink, it repositioned itself as a kitchen essential. Enter #LoveURasnaRecipes—a campaign that convinced people to pour, mix, and bake Rasna into cakes, cookies, jellies, and who knows, maybe even biryanis (please don’t). The Strategy: Influencers = Instant Credibility Rasna roped in Mellow D, Bharatz Kitchen, Kanak, and a whole brigade of food influencers to cook up nostalgia and serve it on social media. Digital Domination Mellow D dropped a music video to remind everyone of “I Love You Rasna” (because, admit it, you do). Chef influencers started posting Rasna-based recipes, showing how it could be more than just a drink. Even regional food creators got in on the action, proving Rasna’s got Bharat, not just India. The Numbers: Unique Reach: 8.4 million+ (that’s a LOT of people reconsidering their childhood beverage choices) Video Views: 6.6 million+ (because who doesn’t love a good food video?) Post Engagements: 69k+ (likes, comments, shares, and probably some nostalgic tears) Total Spends: ₹3.8L (budget marketing done right) The Takeaway: Rasna didn’t try to fight Pepsi or Coke. Instead, it found a new way to stay relevant—by becoming a recipe ingredient. It turned lockdown boredom into a marketing goldmine. So next time you sip on a nostalgia-laden Rasna, just know—it’s not just a drink. It’s a strategy. Would you try a Rasna-infused dessert? Or are we pushing it too far? Drop your thoughts!
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