With global players entering the Indian market, the soft drink concentrate brand, Rasna was losing its loyalty base. The core Target Audience of 6-10 years old, considered the brand to be dated, boring and stagnant. Parents perceived it to be artificial and chemically formulated with near zero nutrition. But had nostalgic appeal for the brand and took pride in its Indian origins. The task was to create iconic packaging to redefine the identity, revive the brand, make it relevant to parents who pay for it while tickling the imagination of children who consumed it and strongly influenced the purchase decision.

We stopped looking at the pack as a container for a soft drink concentrate and started seeing it as a mechanism to tell a story that fulfilled both the parent and the child. For the parent desirous of nurturing the child, we ensured the pack had depiction of fruits and mention of vitamin contents. For the imaginative, fun hungry child each fruit on the pack was portrayed as a humanised face while the reverse of the pack had directions for paper-craft leading to one of 9 unique interactive characters from Indian folklore or mythology.

Within the first quarter of the new packs hitting the shelves, the sales jumped by 24%, the brand awareness scores went up by 90% and relevance scores for both children and parents went up by 150% and 75% respectively.