Complan, one of India’s leading brands and nutrition experts in the health drink category, celebrates its 50th anniversary this year.  To commemorate its Golden Jubilee, Complan has launched the new-look packaging and messaging “TAAKAT  Ka Naya Plan – Naya Complan”. The new message is being endorsed by A-list celebrities. Three bepsoke commercials will air on channels across the country this month.

Says Hein Schumacher, Zone President, Heinz Asia Pacific, “India is a key growth market and Heinz has enjoyed very good performance over the last 20 years. Complan is a great brand, we continue to invest in it and we want to provide the Indian population with the best possible milk based drink in the market.”

Mrs. Seema Modi – Managing Director, Heinz India Pvt Ltd offers more insights “India is a strategic growth market for H.J. Heinz and our ambition to grow will be even more comprehensive. Complan is our flagship brand and hence you will see a lot of focus on Complan. Complan, which derives its name from Complete Planned Food, is one of the most revered brands in India. For several decades Complan has been a trusted brand for millions of households across India. Our endeavor will be to drive new user acquisition and we will do that by relating to a wider audience. With our new re-positioning vision, we want to reassure parents that Complan nutrition can help your child to become stronger, fitter and more physically and mentally agile.”

According to Mr. Abhishek Prasad – General Manager – Marketing, Heinz India Pvt Ltd, who  spear-headed this launch, “Our team across different functions went to Complan users and what we discovered was that Complan users were delighted with the all-round development of their children. Most Complan users discovered the power of Complan nutrition, which delivered varied benefits like daily strength, height, weight, immunity and an alert mind. We leveraged this insight to build our new launch proposition.”

The new Complan offers a holistic nutrition to help build strength and growth, which are the most sought after benefits by families. Each pack of New Complan 1 kg, with at least 5 liters of milk and 34 vital nutrients, helps build strong muscles and bones within the genetic potential. New Complan is positioned to provide strength for the entire family backed by nutritional science. This launch is also backed with agressive distribution expansion across all regions. The new-look packaging will be the first time that Complan features a premium metallic wrapping with a single brand color of Gold, in addition to a new logo, which signifies strength and vitality through the use of the color red.

The packaging features icons which represent everyday tasks that every 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 us 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 centre of the pack instantly communicate the benefits of strength in everyday life and the image of a splash on the pack instantly stimulates the taste buds, which is an indicator of flavors.

Continues Mr Abhishek Prasad, “Backed by extensive research, Complan has re-branded its packaging and its message – as ‘Taakat ka Naya Plan – Naya Complan’ (‘New Plan for “Strength”, New Complan’). Complan is one of the flagship brands in our portfolio and we have invested heavily, among others, on the packaging, distribution and communication activities. When devising our new brand messaging, we drew on Complan’s key strengths of Trust and Strength. Complan is trusted by millions of families for its nutrient profile which helps to provide strength.”

Commenting on the new positioning and Golden Jubilee, Mr. 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 to introduce a re-designed product with an optimum nutrient profile. This will help to make Complan even more popular in the health drinks category.”

With several key activities and promotions due for the brand in the coming months, the Complan message is set to soar higher and reach an even wider demographic.

Source : Sachin Murudeshwar