Complan, the nutrition drink brand from Zydus Wellness, has launched its latest campaign, ‘India Ka Complan Boy’, featuring brand ambassador and young Indian cricketer Vaibhav Sooryavanshi.
The campaign seeks to refresh Complan’s longstanding ‘Complan Boy’ equity for a new generation by connecting the brand property with Sooryavanshi’s rise in cricket. Through the campaign, the brand is positioning his journey around ambition, preparation, discipline and perseverance, while retaining its ‘Thoda Plan, Thoda Complan’ philosophy.
The campaign is built around the idea that while the aspirations of children and families may evolve, the values of preparation, determination and family support remain central to achieving those ambitions.
For decades, the ‘Complan Boy’ has been used by the brand to represent children with big aspirations and the families supporting them. With the new campaign, Complan is moving the property from an advertising character to a real-life young achiever.
At 15, Sooryavanshi became the youngest cricketer to debut for India in international cricket, surpassing Sachin Tendulkar’s previous record. He has since continued to make his mark, including scoring his maiden T20I half-century against Zimbabwe in July.
The campaign uses these milestones as a backdrop to present Sooryavanshi as a contemporary representation of what the ‘Complan Boy’ stands for. ‘Brands stay relevant when they continue to evolve’
At the centre of the campaign is Complan’s ‘Thoda Plan, Thoda Complan’ philosophy, with the brand emphasising the role of everyday preparation, discipline, family support and nutrition in pursuing bigger goals.
Speaking about the campaign, Tarun Arora, CEO and Whole Time Director, Zydus Wellness, said, “Brands stay relevant when they continue to evolve with the people they serve. At Complan, we have a distinctive legacy of celebrating children who dream big, and today’s generation is dreaming in new and different ways. Vaibhav represents that evolution beautifully. His journey is a story of ambition, preparation, perseverance, and family support. These values have always been at the heart of Complan. With ‘India ka Complan Boy’ we are refreshing a much-loved brand equity and bringing it into the lives of a new generation in a way that feels authentic to them.”
Speaking about the association, he said, “Playing in the IPL and getting the opportunity to represent India at such a young age is something I feel very grateful for. I know I still have a long way to go and a lot to learn. Whatever I have achieved so far has only been possible because of the support of my family, coaches, and teammates. We are three brothers who have grown up with Complan in the house, so becoming ‘India ka Complan Boy’ feels really special. I hope it encourages other children to dream big, work hard, and always remain grounded,” he said.
