- Iconic beverage brand fuses nostalgia, nutrition and viral fun with the revival of collectible ‘Prankies’
- Rakul Preet Singh fronts a high-energy campaign alongside debutant Rasna Boy Areez Khambatta
- Health-focused Rasna Nutri+ aims to ride India’s booming functional beverage wave
- Digital-first strategy spanning IPL broadcasts, influencers and rural outreach targets 15–20% CAGR growth
NE FEATURES BUREAU
NEW DELHI, MAR 16
In a summer marketing push that blends nostalgia, nutrition and playful digital engagement, iconic Indian beverage brand Rasna has launched Rasna Nutri+, a nutrition-enriched powder concentrate designed to meet the evolving preferences of modern families.
The 2026 campaign not only introduces the upgraded beverage formula but also revives the cult favourite collectible toys “Prankies”, transforming a beloved childhood gimmick into a nationwide social media challenge.
With over 70% market share in India’s concentrate beverage segment, Rasna is aiming to strengthen its leadership while targeting a 15–20% compound annual growth rate, significantly ahead of industry averages.
The return of the mischievous ‘Prankies’ collectibles signals a new digital summer challenge as Rasna reinvents childhood pranks for the social media age — NE photo
Where wellness meets the taste of summer
Developed by Rasna’s research and development division, Rasna Nutri+ is positioned as a functional beverage that combines the brand’s familiar taste with added vitamins and nutritional benefits.
The launch aligns with the rapidly expanding health drinks market in India, which was valued at nearly USD 9 billion in 2024 and is expected to grow at a CAGR of around 11–12% over the coming decade.
Rasna believes the new formulation can bridge a growing consumer demand: refreshing taste paired with everyday wellness.
Piruz Khambatta, Group Chairman, Rasna, said: “Today’s customers refuse to choose between wellness and taste. Rasna Nutri+ bridges this gap perfectly. We are also incredibly proud that Rasna remains a ‘Make in India’ pioneer. By using only locally sourced Indian fruits, we ensure our farmers get double the value for their crops, aligning with the Prime Minister’s vision of doubling farmer income. We are aligned with large number of farmers to source fruits across the country. Unlike competitors who import ingredients, we are 100% Indian and proud to export our range to over 60 countries. I am equally excited to see my son Areez carry forward the joy of Rasna in this new campaign.”
The viral return of ‘Prankies’
The campaign’s most playful element is the return of Prankies, the mischievous toy critters—snakes, lizards, rats and more—that once delighted children across India.
These collectibles are tucked inside Rasna Nutri+ 32-glass packs and Rasna Insta Nutri+ 500-gram packs, inviting consumers to relive childhood pranks.
But this time, the fun moves online.
Participants are encouraged to record prank videos using the toys and share them on social media, with selected entries winning prizes and being featured on Rasna’s official platforms.
The challenge is designed to spark cross-generational engagement, drawing students, families and digital creators into a shared summer ritual.
A star-studded campaign
Bollywood actor Rakul Preet Singh headlines the campaign, appearing in advertisements that showcase a playful “prank war” with child actors.
The campaign also introduces seven-year-old Areez Khambatta, the youngest son of Rasna chairman Piruz Khambatta, as the new Rasna Boy, marking the next generation of the brand’s iconic child ambassadors.
Rakul Preet Singh said: “Rasna is such a nostalgic brand for so many of us, it instantly reminds me of childhood summers and simple, happy moments at home. What I really like about Rasna Nutri+ is that it keeps that same familiar taste we’ve grown up loving, but now also comes with added nutrition. I think that’s a great combination, because today families are always looking for options that are both tasty and nutritious. I’m really happy to be associated with a brand that brings those two things together.”
A Massive digital-first media push
To amplify the campaign, Rasna is rolling out a multi-platform marketing blitz combining digital innovation with mass-media reach.
The strategy includes:
- IPL visibility: High-impact advertising during Indian Premier League broadcasts on Jio platforms
- Influencer engagement: Collaboration with more than 50 digital influencers creating original content around Nutri+ and Prankies
- Omnichannel outreach: Presence across YouTube, Meta platforms and programmatic advertising
- Kids’ TV channels and regional media to deepen penetration in semi-urban and rural markets
This combination aims to ensure national reach while strengthening Rasna’s dominance in its strongest markets.
From nostalgia to new-age beverage
For decades, Rasna has been synonymous with India’s summer memories — from family gatherings to childhood holidays.
With Nutri+, the company is attempting something ambitious: evolving the brand for a health-conscious generation without losing its nostalgic charm.
If the strategy works, Rasna may not just dominate the concentrate market — it could reinvent how India drinks its summers.
