Complan names Amitabh Bachchan as Brand Ambassador!

Indian Cinema’s legendary icon Amitabh Bachchan has added yet another feather to his cap with his association with one of India’s leading brands and nutrition experts in the health drink category, Complan.  Bachchan will be seen as the ‘Taakat Ka Bhoot’ (‘spirit of strength’) in Complan’s new TV commercial placing importance on “strength”.

Renowned for its superior nutrition Complan, one of India’s favorite health drinks,  has been given a complete make-over to highlight its numerous health benefits through its superior nutritional properties. The new, strategic USP focuses on strength to help children build stronger bones and muscles.

Speaking about Bachchan as the undisputed choice for the endorsement, Seema Modi – Managing Director, Heinz India Pvt Ltd said “Celebrating its Golden Jubilee this year, Complan has signed Bachchan as one of the three celebrity brand ambassadors to unveil its new packaging and branding. It was an unanimous choice by our consumers. He is a living legend, evokes a lot of trust and embodies strength. It is the first time that Complan has associated with celebrities for endorsements.

Bachchan  will bring immense credibility and memorability to Complan and the ‘Taakat ka Naya Plan – Naya Complan’ brand message. We are absolutely confident that his association would only further enhance the brand’s equity and help us appeal to a wider audience.”

Commenting on his support for Complan, Bachchan said: “I feel very privileged to be a part of this innovative and thought-provoking brand campaign. I am looking forward to taking this professional journey with the team at Complan, and I am excited to see the response we will get from audiences to the new commercial and brand messaging for Complan.”

Commenting on the new brand positioning, the Golden Jubilee and signing Bachchan, V. Mohan - Wholetime Director/ VP-Business Development, Corp. & Legal Affairs & Co. Secretary, Heinz India Pvt Ltd said: “We are delighted to celebrate fifty years of Complan in India and there was no better way to commemorate this than by enlisting the support of one of India’s most recognized and trusted names. Bachchan and Complan go a long way in delighting the discerning audience / consumers through generations.”

It is the first time that Complan will be shifting to a premium metallic packaging with a single brand color of Gold. The new logo signifies strength, conveying this through the bold use of red in the logo design. The new packaging features icons which represent everyday tasks a child and adult engages in, highlighting how Complan helps to provide the 4As- advantages for the entire family: Appearance through enhancing physical stature, Activity, as it gives the strength to cope with life, Armour by providing immunity-building nutrients, and Alertness through nutrition that helps brain development and cognition. The mnemonics   on the center of the pack instantly communicate the benefits of strength in the daily lives of the consumer and the image of a splash on the pack instantly stimulates the taste buds, Complan is available in 6 delicious flavors.

Abhishek Prasad – General Manager - Marketing, Heinz India Pvt Ltd further expands on the commercial’s concept and how this relates to the brand’s broader messaging of ‘strength’: “Through our extensive research we knew that Complan needed to focus on the message of strength which is personified by the profile of Mr Bachchan. The anchor for the commercial’s creative direction is Bachchan’s bhoot avatar, invisible but omnipresent, where he is seen supporting a child overcome various daily activities, be it riding a bike up-hill or carrying his heavy school bag,or helping his mom in her heavy chores-  giving him that extra strength in the form of Complan.”

In the TV commercial Bachchan premiers a new avatar of a Bhooth and will be seen in a white robe with flowing white locks. The new character will provide consumers with a unique and lasting impression of the iconic Mr Bachchan.