1. Business challenge: Maharashtra is the most important MFD market in the West and Pune is one of the important centres.
Overall, competition is severe in the West with all the major players (Horlicks, Boost, Bournvita) active month on month at
high levels. Recognizing this fact, it was imperative to go beyond just TV communication to make stronger inroads in this
market.
Consumer challenge: Height has always been the primary benefit of Complan. While focused, sharp and relevant, the overall
“growth” role that Complan actually plays seemed to be muffled. While staying true to the core benefits, the challenge was to
assert that Complan stands for growth, be it physical or all round. ,
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.
Activation (Innovation): Complan actively sponsored the SIP 2010 event in Pune. This was a ground event that tested students
across multitude skills.
The 4000 strong student population accompanied by nearly 8000 parents was continuously exposed to Complan from the time
they registered for the event till the eventual tests. Kiosk space was allotted to educate the parents on the brand benefits and to
also sample the product.
Complan was plastered everywhere. Branding and communication was carried on the event invites, on the back side of the
student’s test paper, on the student’s id cards and also the registration forms for participation. Complan sponsored certificates
were also given to all the students. Special trophies were given to all the winners and 14 champion winners were tagged with the
Complan brand. Apart from this, branding was also visible on the stage back drop, venue entrance arch, entrance arch of contest
hall, etc.
Captivation (Client Delight):. Even 8 months after this activity, 56% of the parents who attended the event correctly recalled that
Complan sponsored the SIP event, a feat that definitely cannot be achieved by a passive sponsorship on TV. Furthermore, nearly
11% of the non Complan users who attended the event purchased the brand after the event.
Complan’s constant conversation with the parents and children during this event clearly proved very fruitful.
All this at a meager cost of only Rs 4 lacs!!
Submitting Agency: Starcom Worldwide (India)
Client/Brand: Complan (Heinz)
Campaign Title: Complan and SIP Challenge Pune
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)