In its quest to get into the Guinness World Records, Rasna has created the largest glass of the world and Delhi gets to see it first. The 10ft x 6ft glass was unveiled at DLF Mall at Saket on May 28 to kick start a four day carnival which will see special competitions and games for kids. The registered record for the largest glass was held by a Florida company for creating a 8.5ft x 5ft structure.
Piruz Khambatta, chairperson and managing director, Rasna Private Limited, says, "Rasna is a very 'swadeshi' company with indigenous technology - so we thought why not go for the record. This glass that we have created is actually 30 per cent bigger than the Florida one."
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The carnival is being held for the first time to celebrate the world's largest glass with Rasna's target group - children. The four day event will host several activities and competitions to engage the children with the brand, such as tattoo corner, magic shows and of course, Rasna refreshments.
"It gives me immense pleasure to launch the world's largest glass and we hope to enter the Limca Book of Records. I am very happy to see the excitement in the people here and the mega carnival will be jam-packed with fun, excitement and lots of surprises. By this, we will be able to get closer to our customers and be a part of their lives," Khambatta adds.
Although Rasna has many products under its umbrella, including Rasna Fruitplus and 1 Ka 2, the campaign, informs Khambatta, will not talk about any of the products. It will focus on the brand as a whole. The company has plans to take the glass visiting to other cities as well within a period of six months. The carnival comes at a time when Rasna is trying to expand its target group to include young children; the brand was seen more as a kids' brand till now.
Khambatta says that the company spends 20 per cent of its marketing monies on below-the-line campaigns and plans to gradually increase it in the years to come. "There is so much of a clutter on television these days that it has become very difficult to retain a brand in the consumers' minds. Below-the-line media helps in breaking that limitation by interacting with the target group directly and through innovative campaigns."
The company will also seek entry into the Limca Book of Records for its glass, apart from aiming for the Guinness World Records.