Summer Brands

With Summer setting in many marketers are rolling up their sleeves for the hot summer sales which will follow, most excited would be the Ice cream , Soft drink and AC marketers.....

Yesterday was in a typical kirana store buying the monthly regulars, interestingly the small shop is exactly on top of a larger EasyDay shop...but more on that later..

In the shop I saw the packs of Rasna ready-to-make drink, and suddenly started feeling nostalgic on how central the brand use to 25-30 years back in terms of the summer experience. The presence of the Rasna bottle in the monthly purchase bag would trigger a long elaborate process of preparing the drink, sugar + powder + concentrate (in a separate small bottle) and transferring the same into large glass bottles would mark the start of serious summer.

               

While I was still ruminating, my three old daughter coolly picked-up a bottle of Fanata and did not even look at the Rasna boxes… In today's world full of aerated drinks and instant drinks (sugar added) the excitement around older brands like Rasna is missing....

But from a branding perspective one does feel that the brand still has a lot of potential (not sure with the right target segment though..)

The brands which I very closely associate with summers would be Kelvinator ,  Target, Chacha Chowdry . …