he little Rasna girl has company now. With the launch of Juc Fit, Rasna wants her family too to enjoy the benefits, that the new product offers. It also marks a shift in the ad strategy with a new tagline - 'Yeh to ace hai boss'. Juc Fit, which had a soft launch in October 2005, rolled out nationally last month.

"Juc Fit is a product for the entire family - healthy and hygienic for kids, revitalising for the working individuals and refreshing for the women of the house. Hence, we have evolved our advertising communication from kids and young mothers to include the entire family," says Aurobindo Mohanty, vice president, marketing, Rasna.... more