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New TVC for Rani raises the bar for FMCG advertising in the region

United Arab Emirates: Wednesday, May 16 - 2007 @ 12:30

This evolutionary campaign spearheaded by a “first of its kind” TVC which will be aired on primetime television, cinema, as well as online. Aujan industries have worked with several distinguished agencies such as creative agency Face to Face, production house Filmworks and expert planners Initiative Media for this landmark production which has been recently shot at the Mall of Emirates.

The scale and innovative execution of the new TVC with its soundtrack created by renowned and ultra hip DJ Fat Boy Slim is setting it well aside from the other FMCG campaigns in the region. Once again Rani will be able to catch the imagination of its target audience by surprising them via this revolutionary communication.

Tolga Sezer, Aujan Industries’ Executive Vice President, expressed his enthusiasm about the new campaign: “This is a very exciting step for us and we look forward to receiving a positive reaction from our audiences!”

A juice drink with real fruit pieces, Rani has reenergized itself in the market over the years and has picked up accolades for its new and exiting approach to refreshment. It is aimed at younger audiences and proves itself to be very appealing to this very target group. The brand has also branched out, extending to new and exciting flavors, including Mango, Orange-Kiwi and Orange-Passion Fruit, along with its traditional flavors.

Rani has enjoyed continued success over the years. As Sezer expressed, the last couple of years have been “particularly exciting for Rani” which experienced over a 20 percent growth between 2005 and 2006, as well as numerous gains in market share and consumer perception. The brand launched the successful “Get Chunked” campaign back in 2005; and was acknowledged early this year at the Retail News Middle East Awards as well as the Gemas (GMR Marketing Effectiveness Awards) for its outstanding delivery.

“We are very proud of our achievements as we have always worked very hard to provide our consumers with products which will fully satisfy their needs. Our continued success is a combined delivery of the hard working, talented individuals at Aujan and the reputable agencies we have worked closely with, throughout the years,” added Sezer.

Aujan industries have been involved in several sponsorship deals in recent months. Barbican sponsored “Dalli3 Siyartek” on MBC 1 and Rani recently signed a sponsorship deal with X Factor on the popular Lebanese channel, Rotana. X Factor, created in the UK, is one of the largest reality talent shows in the region and has proven itself to be a big hit.

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Wednesday, May 16- 2007 @ 12:30 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.

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