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.
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