Complan, Zydus Wellness’ nutrition drink brand, has revived its iconic ‘Complan Boy’ property with a new campaign, ‘India ka Complan Boy’, starring young cricketer Vaibhav Sooryavanshi.
The campaign updates a decades-old brand equity by anchoring it to Sooryavanshi, who made his international debut for India at just 15 and scored his maiden T20 half-century against Zimbabwe in July. It builds on Complan’s established ‘Thoda Plan, Thoda Complan’ platform, weaving in themes of preparation, discipline, nutrition and family backing.
Tarun Arora, CEO and whole-time director at Zydus Wellness, framed the move as a refresh rather than a reinvention, noting that Complan has long celebrated children who dream big and that Sooryavanshi’s story of ambition and perseverance fits naturally into that legacy while giving it relevance for a new generation.
Sooryavanshi, for his part, spoke to the personal resonance of the tie-up, crediting his family, coaches and teammates for his early success and noting that he grew up with Complan in his household alongside his brothers. He said he hopes the association encourages other children to dream big and stay grounded.
The campaign is anchored by a digital film tracing moments from Sooryavanshi’s journey, including his training routine and on-field milestones, reinforcing the preparation-and-discipline narrative at the core of the brand refresh.
The move fits a broader pattern of legacy FMCG brands turning to young, high-profile athletes to modernise dormant brand properties – trading nostalgia for a credible, aspirational face that speaks directly to today’s youth audience.
