The only thing India loves more than the game of cricket is cricketers. So it does not come as a surprise that to advance its Milk Food Drink (MFD) Complan brand, the world’s fifth largest food and beverage company, Kraft Heinz India has appointed former cricketer Sourav Ganguly as its brand ambassador.
“Ever since Complan’s relaunch in India last year, the brand has been growing at a healthy double-digit pace whereby we are confident to reclaim the lost ground in three years,” said Kraft Heinz India’s managing director Sankalp Potbhare. Three years back, Horlicks was the market leader followed by Bournvita and Complan, industry executives reveal.
A celebrity name and face will be associated with Complan after four years. The brand’s last celebrity endorser was Bollywood star, Amitabh Bachchan. Speaking about the marketing strategy, Potbhare added that the company will start with a new campaign for Complan with West Bengal, which is one of its biggest markets, and will eventually take it national depending on the success. Complan has around 15 percent market share in West Bengal. Notably, Ganguly too hails from the same state.
Complan, a name that resonates well with most Indians who grew up in the 80s, 90s, and even early 2000s, was recently re-launched in the INR 6,000 crore MFD segment, where it faces close competition with leading names like GSK’s Horlicks followed by Mondelez International’s Cadbury Bournvita and GSK’s Boost. Currently, Horlicks is leading the market. However, GSK has shown an interest in selling its budding brand and media reports have named Kraft Heinz as a possible buyer amongst others. There has been no comment from Kraft Heinz regarding this.