O&M bags Rasna’s to-be-launched food brand

O&M, Mumbai, has bagged the creative duties for the yet to be named food brand of Pioma Industries, the beverages and processed foods company that owns the beverages brand, Rasna.

Although the agency declined to divulge the size of the business, industry insiders estimate it to be worth Rs 4-5 crore.

Says Anup Chitnis, senior creative director, O&M, Mumbai, “Rasna was keen to partner with us for their soft drinks business, but it wasn’t possible as we were handling a conflicting business. However, there was no such problem with this business.”

The company is planning a 360-degree communication plan, which includes television, press, outdoor and below-the-line activities. However, a decision on the media duties is still pending.

Pioma Industries is known for its soft drink concentrates, instant drink powders and processed foods, with brands such as Rasna Instant Drink, Rasna Juc Up, Rasna Shake Up and Rasna Fruit Jam, in the Indian market. Rasna’s existing products are currently being handled by Mudra.

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