NEW DELHI: Rasna, which has entered the market of fruit beverages, will spend Rs 40-50 million over the next two months to publicise its new category of bottled fruit beverages.

Beverage division president and CEO Arshad Siddiqui, told indiantelevision.com that the current emphasis will be on out-of-home, activation, and social media.

Television commercials and radio spots will form the second part of the campaign, he said. The campaign begins from 1 May.

He stressed the promotion will revolve around ‘experiential marketing‘, speaking on the sidelines of a press meet to announce the launch of the new ‘Rasna Ju-C‘, four fruit drinks, as part of the beverage division.

He said in answer to a question that the consumer was very smart today, and therefore the publicity by rival brands that their beverages contain real fruit will not make any difference.

He said Rasna had remained the market leading in this segment and had captured 93 per cent of the market, despite the fact that it was a private company against multi-nationals operating in the field.

The beverage was launched by actor Karisma Kapoor, who had been brand ambassador for Rasna around ten years earlier.

Asked why she had not been asked to be the brand ambassador now that she was a mother, he said there was always a possibility that she may come back.

For the present, the new Rasna girl is Avan Khambatta, daughter of chairman Piruz Khambatta.

Earlier during the press meet, Piruz Khambatta said Rasna had done over six hundred commercials over the past few years starring some of the biggest stars of Bollywood.

Ju-C is designed to facilitate the rapid expansion of Rasna‘s presence in venues where healthier, quick serve options have become an essential component of the menu offering, such as K-12 schools, college campuses &university locations, convenience stores, mom and pop storesincluding entertainment venues. The new range is expected to leave consumers wanting for more.