Alco-bev brand Rascal appoints ^ a t o m network as creative & media partner
Rascal is a ready-to-drink product manufactured by Great Galleon Ventures Limited
Alco-bev brand Rascal has appointed ^ a t o m network as its creative and media partner.
Suramya Kedia, V.P. strategy and brand growth, shares her excitement at the brand’s launch, saying, “We are delighted to be launching Rascal to the Indian market at a time of tremendous growth in the demand for unique, and innovative drinking experiences. The Indian RTD market is forecasted to grow at a 10.29% CAGR until 2026 , and Rascal, with its unique product offering that marries the experience of a well-crafted cocktail, with the freshness of a carbonated beverage, in a convenient ready-to-drink format, is poised to own a sizeable share of this growing market.
With our three flavours that cater to diverse tastes and drinking occasions, we are committed to bringing innovative, high-quality products and drinking experiences to the evolving Indian consumer. Moreover, with Rascal, we aim to elevate not just the drinking experience, but also to push the boundaries of brand and product communication, and in doing so we are happy to be working with the ^a t o m network, to bring our very particular brand communication vision to life."
On winning the mandate for the creative communication, Abhik Santara, CEO & Director at ^ a t o m network said. “What a sexy brand name and category to work with! There are some brands which help us express our creativity to the fullest. Rascal is one such mandate. Suramya and her team not only have a clear vision on the product & the market but also on the creative excellence that Rascal should aim for. New Age consumers seek an easy-drinking experience that goes beyond the intrinsic value of the drink, so the product is going to fly with or without advertising. What makes it interesting for us is the mandate to make it a cult brand by capturing the attitude of young consumers and express that in all forms and medium in a way which is never been done in the alcobev space. And this is why we keep falling in love with advertising.”
