The New ‘Complan Boy’ Plays in the Big League

Complan from Zydus Wellness has onboarded teenage cricketer Vaibhav Sooryavanshi as its brand ambassador, clearly cashing in on his rising popularity. There is little surprise about the move. This is how endorsements often work — when a young athlete begins to capture attention and inspire audiences, brands move quickly. 

In that sense, the partnership feels predictable rather than disruptive. But predictable does not always mean ineffective. 

The brand has launched the association under its Thoda Plan, Thoda Complan campaign, positioning Sooryavanshi as a symbol of discipline, routine and preparation. 

For decades, Complan’s messaging revolved around growth — quite literally. The “Complan Boy” was shorthand for height gain. But the children’s nutrition drink market has evolved. Parents now ask broader questions about stamina, focus, immunity and overall development. 

By choosing a teenager already competing with older players and being discussed in India’s cricket pipeline conversations, Complan subtly shifts its narrative. The message is not just about growing taller. It hints at stamina and all-round development — almost suggesting that this is the kind of nutrition that helps you play in the “big league.”  

Tarun Arora, CEO of Zydus Wellness, framed the move as part of the brand’s evolution. “At Complan, our purpose has always been rooted in enabling potential. As expectations from children’s nutrition evolve, we are focused on supporting families through credible, science-backed solutions and values that emphasise preparation and discipline. Vaibhav’s journey reflects this very philosophy,” he said.   

The company continues to position the product around growth and cognitive development benefits. But the advertising narrative now leans heavily on preparation and maternal support rather than dramatic transformation. 

Does visibility equal ROI? 

The bigger question, however, is whether such collaborations deliver measurable return or simply strengthen brand recall.  

Celebrity endorsements remain a common strategy across categories. Brands have marketing budgets to deploy. Rising athletes gain financial backing and mainstream visibility. The ecosystem feeds itself. 

A brand strategist, speaking on condition of anonymity, said this dynamic is common in legacy categories like health drinks. “It’s an advertising-led way of shaping perception, though brands have become more careful in how they frame it now to avoid scrutiny," he says. 

However, marketers argue that the role of celebrity partnerships goes beyond simple visibility. Celebrity like this resonates with the target audience. The target here is teenagers and brand uses Sooryavanshi to connect with this audience as he reflects the dream of that age group. "Celebrity here goes beyond just recall and breaking clutter but strengthens brand’s meaning and communicates the promise more effectively,” said Ashita Aggarwal, professor of marketing at SP Jain Institute of Management and Research. 

Parents today are far more sceptical of celebrity endorsements or big promises. Buying decisions are less about who is in the ad and more about what the product genuinely offers. That said, such campaigns can still influence consumers in markets where awareness levels are lower, particularly beyond metro and tier-1 cities, the brand strategist added. 

In other words, endorsement deals may be less about proving efficacy and more about staying culturally relevant.   

A logical fit, even if not a bold one 

Still, as celebrity tie-ups go, this one makes sense. Sooryavanshi represents early discipline, ambition and performance under pressure — qualities that align neatly with a nutrition brand trying to move beyond the narrow question of “does Complan increase height.” 

 This may not be a revolutionary marketing move. It is, however, a calculated one. In a market where parents are more sceptical and competition is tighter, sometimes staying visible — and staying believable — is strategy enough.