Rasna Rolls Out 1-Litre Jumpin Across India, Launches New Campaign
Rasna has launched a 1-litre Jumpin family pack in three flavours, backed by a nationwide marketing campaign as it expands its presence in India's ready-to-drink fruit beverage market.
SociapaHQ
Looking to expand its footprint in India’s booming fruit beverage market, Rasna has launched a 1-litre Jumpin family pack in its ready-to-drink (RTD) beverage portfolio with a nationwide rollout.
The new launch expands Jumpin’s current 125 ml and 200 ml range and is aimed at families who want larger format fruit drinks with added nutritional benefits. The new range is fortified with 10 vitamins and minerals including Vitamin C and is available in Litchi, Mixed Fruit and Orange flavours.
This launch is Rasna’s first foray into the RTD space after acquiring the Jumpin brand from Hershey’s India in 2025. The company is looking to ride the increasing demand for family-sized beverages consumed at home, while expanding its presence in the estimated ₹1,000-crore fruit beverage category.
Also Read: Uber Rolls Out OOH Campaign to Boost Auto Services in Bengaluru, Pune
Check out the campaign here:
The beverages are packed in Tetra Pak cartons produced in India and are distributed across the country through modern trade, general trade, e-commerce and quick-commerce channels.
Commenting on the launch, Piruz Khambatta, Group Chairman, Rasna, said the new offering reflects the company's commitment to delivering quality products while supporting domestic manufacturing.
"Jumpin represents our vision of bringing international-quality fruit beverages to Indian consumers at an affordable price while staying true to our 'Make in India' philosophy. All the fruits used in Jumpin are sourced and processed in India, and the product is packed in safe, high-quality Tetra Pak packaging manufactured in India," he said.
To support the launch, Rasna has launched a new integrated marketing campaign that brings back Jumpin's iconic rapper-led advertising style. The campaign film stars a young boy and a rapper, employing music, bright visuals and playful storytelling to showcase the brand’s youthful appeal and position Jumpin as a fun option for families.
Also Read: Fastrack Perfumes Teams Up with DIVINE for Limited-Edition Fragrance Collection
OTT Platforms:
The campaign is about reigniting nostalgia in existing consumers and introducing the brand to a new generation. It will be available across television, outdoor media, digital platforms, OTT platforms and social media including JioHotstar, ZEE5, YouTube, Instagram and programmatic digital networks.
“The demand for larger ready-to-drink formats is being driven by increased consumer preference for convenient and safe packaging solutions,” said Cassio Simões, Managing Director, Tetra Pak South Asia.
