Rasna Refreshes Summer With Nutri Plus And Prankies Comeback

Few brands in India are as closely associated with summer as Rasna. For generations, the beverage concentrate has been a familiar presence in households, bringing back memories of school vacations, backyard games and the famous phrase that became part of advertising history. This year, Rasna is returning to the seasonal spotlight with a campaign that combines nostalgia with a fresh product innovation.

The company has introduced Rasna Nutri Plus, a fortified beverage concentrate designed to offer both refreshment and nutritional value. At the same time, Rasna has revived one of its most memorable promotional elements from the past, collectible toys called Prankies, bringing a playful layer to the summer campaign.

The idea behind the new product is to align with changing consumer expectations. Today’s families are increasingly looking for beverages that not only taste good but also offer some added nutritional benefit. Rasna Nutri Plus is positioned to meet that need by including vitamins and minerals along with the familiar fruity taste the brand is known for.

For Rasna, this launch represents a balance between tradition and evolution. While the brand continues to rely on its legacy as a summer favourite, it is also adapting to a more health conscious market where functional beverages are gaining popularity.

To promote the launch, Rasna has rolled out a lively advertising campaign featuring actor Rakul Preet Singh as the brand ambassador. Known for her energetic screen presence, Singh appears in the campaign interacting with children and highlighting the fun and refreshing nature of the drink.

The commercial also introduces two young characters referred to as the Rasna Girl and Rasna Boy, continuing a long standing tradition in the brand’s advertising. Over the years, Rasna’s child characters have played an important role in building its identity as a drink closely connected with childhood and family moments.

In the new campaign, the children bring energy and curiosity to the story while Rakul Preet Singh adds a contemporary appeal that helps the brand connect with both parents and younger audiences.

One of the most nostalgic elements of the campaign is the return of Prankies, small collectible toys that were once a popular promotional feature with Rasna packs. For many consumers, Prankies were more than just toys. They were tiny surprises that added excitement to opening a new pack.

By bringing them back, Rasna taps into a sense of childhood nostalgia while also creating a fresh engagement opportunity for a new generation of consumers.

The toys are included with select Rasna Nutri Plus packs, turning the purchase experience into a playful discovery for children. Beyond the physical collectibles, the brand has also integrated Prankies into a digital engagement idea.

Consumers are encouraged to create prank videos using the toys and share them on social media. The brand plans to feature selected entries on its platforms, allowing audiences to actively participate in the campaign.

This approach reflects how modern marketing has evolved from simple product promotion to interactive storytelling. Brands increasingly invite consumers to become part of the narrative by sharing their own content and experiences.

From a market perspective, the launch also highlights Rasna’s ambition to expand within India’s growing health drink segment. While the brand already holds a strong position in the beverage concentrate category, Nutri Plus allows it to enter conversations around nutrition focused drinks.

At the same time, the campaign continues to emphasise Rasna’s long standing connection with Indian families. The product remains accessible and convenient for households looking for refreshing beverages during the hot summer months.

The campaign will run across television and digital platforms, ensuring wide visibility as the summer season reaches its peak.

For Rasna, the strategy blends familiar memories with new possibilities. A trusted summer drink now comes with a nutritional twist and a playful surprise waiting inside the pack.

And in a season filled with heat and holidays, that mix of nostalgia, flavour and fun may be exactly what keeps the brand close to the hearts of consumers once again.