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Complan ropes in Amitabh Bachchan to celebrate 50 years of its strength
MUMBAI: Health drink category brand Complan has roped in veteran actor Amitabh Bachchan as its celebrity face to celebrate the golden jubilee of the brand.
As part of the association, Bachchan will endorse Complan’s new brand message ‘Taakat Ka Naya Plan – Naya Complan’ in its new TVC.
The actor will be seen as the ‘Taakat Ka Bhoot’ (spirit of strength) in Complan’s new TV commercial placing importance on strength.
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 uphill or carrying his heavy school bag, or helping his mom in her heavy chores giving him that extra strength in the form of Complan. Amitabh Bachchan will be seen in a white robe with flowing white locks in the TVC.
The new character will provide consumers with a unique and lasting impression of the iconic actor.
This is the first time that Complan has associated with a celebrity for an endorsement, and as part of the celebrations, it will sign on two other celebrities to unveil the new packaging and branding. Heinz India Pvt Ltd managing director Seema Modi said, “Celebrating its golden jubilee this year, Complan has signed Mr. Bachchan as one of the three celebrity brand ambassadors to unveil its new packaging and branding.
It was a unanimous choice by our consumers. He is a living legend, evokes a lot of trust and embodies strength.
We are absolutely confident that his association would only further enhance the brand’s equity and help us appeal to a wider audience.”
One of the oldest brands in the health drink category in India, Complan has been given a make-over to highlight its health benefits through its nutritional properties.
The new, strategic USP focuses on strength to help children build stronger bones and muscles. Bachchan added, “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.” It will be the first time that Complan will be shifting to a premium metallic packaging with a single brand colour 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 that include 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 communicate the benefits of strength in the daily lives of the consumer and the image of a splash on the pack aims to stimulate the taste buds and establish the fact that Complan is available in six flavours.
Heinz India general manager marketing Abhishek Prasad elaborated, “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.”
Complan ropes in Amitabh Bachchan to celebrate 50 years of its strength | TelevisionPost.com
MUMBAI: Health drink category brand Complan has roped in veteran actor Amitabh Bachchan as its celebrity face to celebrate the golden jubilee of the brand.
As part of the association, Bachchan will endorse Complan’s new brand message ‘Taakat Ka Naya Plan – Naya Complan’ in its new TVC.
The actor will be seen as the ‘Taakat Ka Bhoot’ (spirit of strength) in Complan’s new TV commercial placing importance on strength.
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 uphill or carrying his heavy school bag, or helping his mom in her heavy chores giving him that extra strength in the form of Complan. Amitabh Bachchan will be seen in a white robe with flowing white locks in the TVC.
The new character will provide consumers with a unique and lasting impression of the iconic actor.
This is the first time that Complan has associated with a celebrity for an endorsement, and as part of the celebrations, it will sign on two other celebrities to unveil the new packaging and branding. Heinz India Pvt Ltd managing director Seema Modi said, “Celebrating its golden jubilee this year, Complan has signed Mr. Bachchan as one of the three celebrity brand ambassadors to unveil its new packaging and branding.
It was a unanimous choice by our consumers. He is a living legend, evokes a lot of trust and embodies strength.
We are absolutely confident that his association would only further enhance the brand’s equity and help us appeal to a wider audience.”
One of the oldest brands in the health drink category in India, Complan has been given a make-over to highlight its health benefits through its nutritional properties.
The new, strategic USP focuses on strength to help children build stronger bones and muscles. Bachchan added, “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.” It will be the first time that Complan will be shifting to a premium metallic packaging with a single brand colour 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 that include 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 communicate the benefits of strength in the daily lives of the consumer and the image of a splash on the pack aims to stimulate the taste buds and establish the fact that Complan is available in six flavours.
Heinz India general manager marketing Abhishek Prasad elaborated, “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.”
Complan ropes in Amitabh Bachchan to celebrate 50 years of its strength | TelevisionPost.com
