asna doesn�t seem to get enough of Bollywood. The market leader in the soft drink concentrate category (it has an 87 per cent share in the Rs 300 crore market) has a long list of celebrities on its roster - from Paresh Rawal, Johnny Lever, Anupam Kher and Karisma Kapoor of Bollywood to cricket icon Kapil Dev. The latest campaign features Bollywood hunk and ex-Coke ambassador Hrithik Roshan telling everyone why he loves the drink.

"Karisma Kapoor�s association has been very valuable for Rasna; however, it is nearing its end and with Hrithik Roshan we are starting a new phase which highlights the health aspects of the brand," says Rajesh Mehta, assistant general manager, marketing, Rasna Foods. Rasna, however, is not banking solely on Hrithik�s muscle power. Over the last four years, it has added muscle to the brand by strengthening its distribution, product line-up and price points, besides repositioning itself as a healthy family drink.... more