Complan: Grow Up For Good

Akhilesh Nath

Complan, a health food drink brand, improved consideration and sales in Tamil Nadu, India, with its Grow Up For Good campaign which encouraged children to donate their clothes during the festival of Pongal.

Campaign details

Brand: Complan Brand owner: Zydus Wellness Entrant company: McCannIdea creation: McCann Gurugram Market: India Sector: Functional foods, supplements Media channels: Print - general, Events & experiential, Word of mouth, Influencers, KOLs, Social mediaBudget: 500k - 1 million

Executive summary

Complan’s 'Grow up for Good' campaign was launched in one of India’s most competitive health food drink markets, Tamil Nadu, which proved that growth in a category dominated by monoliths and aggressive competitors cannot just be claimed by challenging competition. It can also...

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