MAM
WOW Design rebrands Complan
MUMBAI: In today’s competitive world, brands need to re-invent themselves time and again.
Complan which is a known name in the health drinks category on its golden jubilee has decided to do the same. As the brand widens its offering to the entire family – “Taakat Ka Naya Plan – Naya Complan”, it has now got a new look with its new positioning.
After a multi-agency pitch, WOW Design, a brand design consultancy, recently gave a new look to Complan. The challenge in front of the consultancy was to communicate the brand’s reposition through an apt look for the new Complan. The key thought for them was to ensure that “Strength for the whole family” is the promise of new Complan.
WOW Design endeavoured to ensure that the new brand identity took into consideration every aspect of the new positioning and communicated it upfront. Beginning from the logo unit, which is a compact bold unit using a strong red that spells power and strength and strong yellow background. The background colour is a very essential part, making it ownable to the brand, a part of the identity. The yellow colour stands for happiness, intellect and energy, hence ideal to be associated with the new positioning of Complan i.e. Overall Strength. Even the font used for the new brand logo is a closely bound unit, chosen specifically to depict ‘strength’. The power action emanating from the logo itself, saying that “Complan gives you the strength to do multi-tasking, successfully in your day-to-day life.”
The brand identity also features mnemonics that depict everyday activities that children and adults engage in, conveying the 4A advantages, the brand delivers. These units created specifically as a part of the identity that can be carried across media, to emphasise on the advantages in every communication.
The drool factor ideally infused through the food shot, has also been reworked to depict not just the tempt value but also the strength (remaining true to the brand promise). Even the cup being replaced with a glass, in line with the wider target audience.
The key reason to believe the new Complan promise i.e. ’34 Vital Nutrients’, interestingly re-created and connected with the ingredients, for the consumer to know ‘what are the 34 nutrients’. Each of them being segregated to convey which of the ingredients deliver each of the 4As (advantages) respectively.
The 4As – Appearance, Activity, Armour and Alertness. This particular aspect of the brand has also been communicated in an interesting manner. A wholesome circular unit on the back of pack, specifying the 4As details:
- Appearance – Physical Stature,
- Activity – Strength to cope with life,
- Armour – Immunity,
- Alertness – Brain Development & Cognition
The exceptional effort of connecting every element with “overall strength” was to ensure that there is no doubt in the mind of the consumer with respect to the brand promise.
WOW Design ensures that the new look delivered to the new Complan, had to be maintained across the entire range, considering the multiple variants in the Complan family. Hence the brand architecture strictly rigid in the top half with the logo unit, background and the brand 4As mnemonics and the bottom being used for the variants.
In case of the variants each of the variant has been given its individual personality, which comes across prominently. It was also a task to give a more premium and rich look to the ‘Kesar Badam’ and ‘Pista Badam’ variants, in view of these being the high end variants in the family with rich ingredients
MAM
Collective Artists Network reshuffles talent leadership
Fiona D’Souza, Jinal Jhaveri and Arjun Banerjee take expanded roles in core division.
MUMBAI: Collective Artists Network just handed the talent baton to its homegrown stars because when your agents have been building careers this long, it’s time to let them run the show. Collective Artists Network has announced the next phase of leadership for its talent management business, elevating senior agents Fiona D’Souza, Jinal Jhaveri and Arjun Banerjee to expanded roles within the division. The move strengthens the company’s foundational talent arm while it continues to grow into content creation and production-led ventures.
Each of the three has played a significant part in shaping artist careers across films, digital platforms and brand partnerships. Together they now represent the next generation of leadership for Collective’s talent operations, with a continued focus on long-term career building, strong partnerships and adapting representation to a fast-changing media landscape.
Collective Artists Network founder and Group CEO Vijay Subramaniam remains actively involved in guiding artist strategy and key relationships. He said, “Talent management has been the foundation on which Collective was built, and that philosophy continues to guide how we grow the company. As we enter this next phase, it’s important that the people leading this business have both deep context and long-term convictions.”
Collective Artists Network partner and head of talent Janahavi Rawal added, “Collective’s talent business has always been built on trust, long-term thinking, and a deep understanding of where artists want to go next. Fiona, Jinal, and Arjun have each played an important role in shaping the careers of the artists we represent, and this phase is about empowering our senior agents further while building the right support systems around them.”
The leadership evolution reflects Collective’s belief in promoting from within and creating clear ownership across verticals. In a talent world where yesterday’s agent is tomorrow’s partner, Collective isn’t just reshuffling chairs, it’s handing the spotlight to the people who’ve been quietly directing the show all along.
