Indian advertising has been using kids in its narrative since the mid-1950s. Detergents used to show kids winning cups in competitions and running home in their spotless white school uniforms. Milk food drinks like Horlicks and Bournvita too used to show kids performing well, thanks to the goodness of these brands.
Complan took it to another level in the early ’80s when it featured a boy and a girl in its ad. Played by kid models who would become future film stars, Shahid Kapoor and Ayesha Takia, the ad had them singing “I am a Complan girl, I am a Complan boy … and we love our Complan mummy”. In a sense, it was the first of its kind where the girl child was the centre of the storyline. She plays basketball, she helps her mother. But the brand could not get typecast as a girl brand, so they did have a son in the story who adds, “I am a Complan boy”. Experts say that along with Farex, which was positioned as a “weaning food” for infants, Complan changed the way child nutrition was perceived and promoted in the country. Till Complan came on the scene and started speaking about child...
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