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Business challenge: The North & West region of India is an important market for the MFD category. The competition is
extremely intense with all the major players very active thus suppressing the brand SOV to around 18%. In FY 0910, 7
months out of the year showed a fall in value sales compared to the previous month. Hence it was very crucial for the
business to stem this fall and show positive month on month growth.
Consumer challenge: Height has always been the primary benefit of Complan. While focused, sharp and relevant, the overall
health benefit of the brand was somehow lost out on the mother. Hence Complan was taken for height and other MFD’s were
considered as substitutes when the mother wanted overall health benefits for her child. The consumer challenge was thus to make
the mother reach out to Complan even when she desired “health” as opposed to only “height” for their child.
Insight (Business Context): Nearly 37% of the Urban mothers are extremely competitive for their child. They want their child to
do well and will do anything within their means to make their child a winner.
Strategy (Business Opportunity): Build on this sense of ambition & competitiveness that mothers have to advance their child’s
prospects and communicate that Complan can be this enabler. All this without losing site of Complan’s core benefits.
Activation (Innovation): Complan partnered with Zee, amongst the leading channels in India, on their biggest dance based
reality show “Dance India Dance L’il Masters”. This show had kids competing from all corners of India and from all walks of life
vying for their place in the sun - to become the best dancer. Parents, in such game formats, usually gave their kids unconditional
support as competing, being amongst the finalists and becoming an eventual winner was a matter of great pride and joy.
Complan seized this opportunity and fused the brand in various aspects of the show. Taking the platform of health and nutrition,
program integrations showed ambitious mother(s) advocating the brand to make the child more competitive. The mentor, a figure
who stimulates implicit faith and trust in both the mother and the child, actually administered Complan during a dance rehearsal to
one of his favored students as a competitive edge.
The height benefit of Complan too was gently integrated. When one of the judges was asked by a wide-eyed, enthusiastic child
contestant on what made him so tall (and hence a graceful dancer), the judge strongly recommended Complan.
Captivation (Client Delight): “Dance India Dance L’il Masters” went on to become the highest viewed reality show in that season.
The episodes with the brand integrations had a viewership of nearly 5.5 TVR and each integration, on an average, was seen by
nearly 9,00,000 mothers.
In the month following the integration, the sales increased by nearly 17% compared to the previous month. In the last 3 years, this
was only the 2
nd
instance that the sales was so high compared to the previous month.
Submitting Agency: Starcom Worldwide (India)
Client/Brand: Complan (Heinz)
Campaign Title: Complan and DID L’il Masters
Client Description: Health Drink for children
Date Beginning-Date End: 13
th
Apr - Ongoing
Contact Vehicles: TV
CATEGORY: Creativity/Innovation & Digital
Agency Credit
Vandana Mehra (Planning), Smitha Laxminarayan (Planning), Natraj
Sharma (Planning)
Rachana Shah (Buying), Parag Mhatre (Buying), Sejal Shah (Buying)
Shiva (Implementation), Sanjay Thorat (Implementation)