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Kraft Heinz rides on a slew of media innovations to relaunch Complan

The media innovations have been ideated by Initiative while McCann Worldgroup and Foxymoron have devised creative and digital strategies

India’s iconic health drink brand, Complan, is going through a complete brand makeover and has adopted a new brand philosophy – Don’t Just Be Tall, Stand Tall. Complan has lined up a series of media innovations to reintroduce the brand in the market.

The brand refresh for the new best ever Complan will come alive in 2 phases. Phase one will include innovations on television and radio. West Bengal being the largest market for Complan, the brand has tied up with the number one show, Dadagiri on Zee Bangla, which is hosted by cricketing legend Sourav Ganguly. For the entire season that consists of 70 episodes, Complan is the presenting sponsor of Dadagiri.

On August 12-13, in the Independence Day special episodes of Dadagiri, Ganguly unveiled the new pack of Complan and surprised the guests and the contestants with a special treat. They received a special gift hamper from Complan that contained the new best ever Complan, a 2-year supply of Complan along with health insurance for a child for 2 years. In addition to this, the audiences were super excited to also find real gold in their gift hampers. As a first for Indian Television, Rs 10 lakh worth of gold was distributed to the audience in this special episode.

In addition to this, Kolkata’s popular rock band Chandrabindoo has composed a song on Complan’s new brand philosophy. The song revolves around the idea of success that is inclusive and shared because when success is shared, it tastes even better. The song was splashed across all leading radio channels in West Bengal for a week capturing around 60,000 seconds.

The second phase of the campaign will be unveiled in the later months of the year.

Vikramjeet Singh, CMO, Kraft Heinz India, said, “We at Complan are focused on creating a world where success achieved is unselfish and is shared, where life is not a zero-sum game. Where winning with respect is as important as winning trophies. We agree and believe in the idea of success that is unselfish, inclusive and shared because when success is shared, it tastes even better.”

“Therefore all our marketing partners, McCann Worldgroup, Initiative and Foxymoron will bring this philosophy alive through creative, media and digital activations,” added Singh.

The media innovations have been ideated by Initiative, a leading media agency that’s part of India’s second largest media investment network, IPG Mediabrands. Talking about Complan’s brand refresh, Neha Rastogi, Vice President – Media Planning, Initiative, said, “The objective behind the campaign was to take leadership position in markets like West Bengal and Tamil Nadu and establish Complan’s new brand philosophy. Therefore we have tied up with the biggest properties on TV, print, radio and digital in these two markets which will bring immediate validation to Complan’s new brand positioning.”



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