teamherald@herald-goa.com
PANJIM: Complan has signed Amitabh Bachchan as one of the three celebrity brand ambassadors to unveil its new package and brand. He will be seen as the ‘Taakat Ka Bhoot’ (‘spirit of strength’) in Complan’s new TV commercial focusing on strength.
In the TV commercial the superstar premiers a new avatar of a ‘Bhoot’ and will be seen in a white robe with flowing white locks. Amitabh featured in Bhootnath, a movie shot in Goa and other locations.
“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 a 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,” Seema Modi – Managing Director, Heinz India Pvt Ltd said, adding that Amitabh will bring immense credibility 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,” she said.
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.
“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,” was what the superstar Amitabh Bachchan said.
Commenting on the new brand positioning, the Golden Jubilee and signing of Bachchan, V. Mohan - Whole time 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 --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.
Abhishek Prasad – General Manager - Marketing, Heinz India Pvt Ltd elaborated 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 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,” he said.