MUMBAI: Complan, a health drink brand, 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 two 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 none other than cricketing legend - Sourav Ganguly. For the entire season that consists of 70 episodes, Complan is the presenting sponsor of Dadagiri.
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.
Kraft Heinz India CMO Vikramjeet Singh said, “We agree and believe in the idea of success that is unselfish, inclusive and shared because when success is shared, it tastes even better.”
Initiative vice president media planning Neha Rastogi said, “The objective was to take a leadership position in markets such as West Bengal and Tamil Nadu."
