Brands
Complan hits the right note with Zepto through iconic jingle comeback
MUMBAI: Who knew adding a nutrition drink to your online cart could spark a singalong? Zydus Wellness has brought back the legendary ‘I am a Complan Boy / Complan Girl’ jingle, turning it into a sonic surprise for Zepto users. Now, every time shoppers add Complan to their basket, they’re greeted with the nostalgic audio cue, blending childhood memory with modern-day quick commerce.
But this isn’t just a sentimental throwback. In today’s scroll-fast, tap-quick economy, brands have barely seconds to grab attention. By weaving its jingle into the very moment of purchase, Complan is making sure it’s not just another product on a crowded app shelf, it’s a tune you can’t shake off.
Zydus Wellness CEO & w holetime director Tarun Arora explained: “As digital habits evolve, brands must embed themselves in more intuitive ways. This is not just about reviving a jingle, but restoring identity and emotional connection in a transactional space. Complan has always stood for care and trust now we’re carrying that into Q-commerce with meaning that lasts beyond the tap.”
Globally, sonic branding has found success among digital-first brands, but Complan is among the first legacy nutritional drink powders in India to embed an audio cue directly into Q-commerce platforms. The strategy strengthens recall in environments where traditional ads are invisible.
Zepto chief brand and cultural officer Chandan Mendiratta called it a natural fit: “Every Complan order now becomes a moment of recognition, not just convenience. By embedding an iconic sonic signature, we’ve added a sensory layer to digital shopping making nourishment memorable.”
Early signals suggest the experiment is striking the right chord. In a retail space dominated by speed and efficiency, Complan’s nostalgic notes could well prove its most powerful differentiator, ensuring the brand owns not just the shelf, but the soundtrack of shopping.
Brands
UK’s OnlyFans seeks US investor at $3bn valuation after owner’s death
The adult video platform is seeking stability after the death of its billionaire owner
LONDON: OnlyFans is looking for a new partner. The London-based adult video platform is in advanced talks to sell a minority stake of less than 20 per cent to Architect Capital, a San Francisco-based investment firm, in a deal that would value the business at more than $3bn (£2.2bn).
The move is driven by an urgent need for stability. Leonid Radvinsky, the Ukrainian-American billionaire who owned OnlyFans, died of cancer last month at the age of 43, leaving the future of one of Britain’s most profitable privately held businesses suddenly uncertain.
The choice of Architect Capital is not arbitrary. The firm has deep expertise in financial services, which aligns neatly with OnlyFans’ ambitions to offer banking products to its creators, many of whom have long struggled to access basic financial services because of the nature of their work.
The numbers behind OnlyFans are, by any measure, staggering. The platform posted revenues of $1.4bn in the year to 30th November 2024, with a pre-tax profit of $684m, up four per cent on the prior year. Payments to creators totalled $7.2bn over the same period, a rise of nearly ten per cent. Radvinsky personally collected $701m in dividends from the business in 2024 alone, on top of more than $1bn in such payments he had already received. The platform, run through its parent company Felix International, hosts 4.6m creator accounts, with performers keeping 80 per cent of subscription proceeds and the platform pocketing the remaining 20 per cent. It has 377m fan accounts in total.
The current minority stake talks represent a notable scaling back of ambitions. In January, OnlyFans was reported to be in discussions with Architect about selling a majority stake of 60 per cent. Before that, the company had explored a sale to a consortium led by Forest Road Company, a Los Angeles-based investment firm. Neither deal materialised.
OnlyFans has built an enormously lucrative business on content that mainstream finance has long refused to touch. Now, with its owner gone and a $3bn valuation on the table, it is looking for the kind of respectable institutional backing that might finally persuade the banks to take its calls.
