Kids are not what they used to be. No kidding.
Just ask Rasna, the brand that made home-made squash a national trend by combining a variety of value-priced soft drink concentrates with the cuteness of a girl.
It turns out that the brand that made waves in the 1980s is now repositioning itself, aided by new wisdom from kids who marketers say play a major role in deciding what goes into middle-class grocery lists.
In the place of a girl who said, “I love you Rasna,” to the accompaniment of dolls comes a naughty child who is gadget-friendly, creative, and you guessed it, more assertive.
“Naughtiness of a child is now considered a virtue and that explains Rasna’s change in punch line to shararat ek ghoont (naughtiness a sip) from I love you Rasna”, Piruz Khambatta, chairman and managing director Rasna told Hindustan Times.
Rasna is a near-monopoly in the concentrated soft drink game, with a 97 per cent market share, say industry officials.
Khambatta, whose Ahmedabad company was aided by inspired advertising created by the Ambani-controlled Mudra Communications, said a child in today’s time has a go-getter attitude.
“In fact, kids easily identify with a brand that partners with their vision to explore, discover and promises a break from the mundane and regular. The cute child image of Rasna during the 80s will not work in this changed scenario,” explained Khambatta.
The change comes after research that indicated a perceptible shift in both motherhood and children. Motherhood now means more freedom to a child, Khambatta said.
But the product pitch of the value-for-money Rasna stays put.
“We are willing to take a hit on our margins rather than increase the price and lose our customers,” Khambatta said.