'Strong' Suriya is the chosen one

Feb 16, 2014

Leading Tamil actor Suriya has been roped as the new brand ambassador of popular milk based health drink Complan (owned by Heinz India Pvt Ltd). All along, Complan was positioned and packaged as a drink just for children while market leader Horlicks was positioned as a drink for the entire family, including adults.

Now, Complan has been re-branded and re-positioned as a product for the entire family. This is what Abishek Prasad, General Manager- Marketing, Heinz India, Pvt Ltd had to say

“What some of our research tells us is that close to 35-40 per cent of the Complan that was bought was consumed by adults. Furthermore, our packaging, which previously had photos of children on it, made adults feel like it was only for children. So, we changed it. Our TV advertisements still retain a child focus, however"

Suriya has been roped in as one among three brand ambassadors. Till now Complan's ads claimed that children will become tall on consuming Complan but the new ads will communicate the message that Complan will help make children stronger with healthy bones and muscles. Suriya being among the most fit and health conscious actors down South, seems like the best choice indeed.