Can a health drink get mums to reconsider their child’s daily diet?

Complan’s ambition was to get mothers in Tamil Nadu (TN) to incorporate it into their child’s daily diet as one of the best sources of protein. However, Indian mums don’t really think about protein. Our challenge was to create a call to action, not just an ad that informs and educates them.

We connected with mums across TN to talk about what their children eat, how they ensure the best nutrition, their notions and sources of protein, and their impressions of Complan and competition.

#ProteinLeEvalavuMarkEduthai / ‘How many marks did you take in protein?’ says Complan’s 2018 TN campaign, acknowledging the cultural truth of this state’s zealous students working hard to take every mark, not just ‘get’ them. This uniquely local campaign for dialing up the importance of protein was spearheaded by movie stars Sneha and Prasanna, working with mums across TN and their little ‘superstar’ children.

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hyprlocl