Rasna to go for image makeover

Fruit drink concentrate maker Rasna today said it will give its entire product portfolio an image makeover in order to make the brand more relevant to the new generation. The company is planning a series of advertisements and campaigns besides bringing out existing products in new packages as part of the exercise."Every two years, we try to innovate our products in terms of how it looks. With more competitions coming in, it is important for us to change our strategy,"Rasna Ltd Chairman and Managing Director Piruz Khambatta told reporters here. As part of the exercise, the company today launched its Rasna'Fruitplus'-- a powdered fruit drink -- in a new package as well as in a new'stick'format. Asked if the exercise will be restricted to only this products, he said:"Not just one product, we are working on our entire portfolio on how we can innovate and make more relevant." With the change kicking in, the company's famous punchline'I love you Rasna'is missing from the new ad campaign which was launched today."The whole idea behind the change is that today's kid are not just cute. They are intelligent and naughty. So most of our ad campaigns will reflect that,"Khambatta said while explaining the idea behind removing the punchline. He, however, said the company is still working to use the tagline in a new format"which today's kid can relate better". Besides, as part of the revamping exercise, the company has recently changed its logo, design and has added health ingredients like Vitamins C among others in its packages. Recently, the company had entered into the health drink market through Rasna'Glucose'. It plans to go pan India with the product within this year. At present, the company sells four products, including Rasna Fruitplus and Rasna Fun. Khambatta, however, did not disclose how much the company will invest on the initiative but said it usually spends around 15-20 per cent of its overall sales on various promotional activities. Last fiscal, the company had a turnover of Rs 375 crore.