Denstu Marcom grabs Rasna

The food and beverages brand, Rasna, is now in Dentsu Marcom’s custody. The business has moved from Mudra, which was associated with the brand for the last 25 years.

The size of the business is estimated to be worth Rs 30-35 crore. Out of this, Rs 20 crore will be spent on the mother brand, Rasna, while another Rs 15 crore will be spent on the company’s juice variants. It is learnt that the company is planning to foray into the snacks segment. This will take up the ad spends further.

Some time ago, agencyfaqs! reported on the break-up of the Rasna-Mudra relationship. At the time, senior executives at Rasna denied any strain in the relationship. agencyfaqs! had also asked Rasna executives about the brand moving to Dentsu. They, too, denied any such move.

Later, however, Rasna hurriedly released an official communiqué declaring that the business had moved to Dentsu Marcom. The company said in the release that Dentsu’s international network would be crucial in marketing its brands abroad.

All that Sandeep Goyal, chairman, Dentsu Marcom, will say is that Rasna is a prestigious account because it is one of the few home-grown Indian brands that has given the MNCs tough competition.

Meanwhile, Mudra, which was also silent about the development, has released an official communication saying that its decision to stop working on the Rasna business stems from irreconcilable differences both on the strategic direction for the brand and on agency remuneration.

© 2006 agencyfaqs!