Complan: Turn the pack to know the difference

Akhilesh Nath

Complan, a nutrition supplement brand, increased sales and brand perception in India with its campaign Turn the Pack to Know the Difference which highlighted the nutritional quality of the product.

Campaign details

Brand: Complan Brand owner: Zydus Wellness Entrant company: McCannIdea creation: McCann Gurugram Market: India Sector: Functional foods, supplements Media channels: Print - general, Social media, Point-of-purchase, In-store Budget: 500k - 1 million

Executive summary

Complan struggled to halt its decline in the health food drink market while being sandwiched between a market leader that was nine times Complan’s size and priced 40% lower than Complan alongside other aggressive brands battling for a share of the same market pie.

Our strategy was...

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