Mumbai: Homegrown low-calorie sweetener brand owned by Zydus Wellness Ltd, Sugar Free marked the launch of its campaign ‘Fitness ka Pehla Kadam’, featuring leading Bollywood actress, Katrina Kaif. With the intent to inspire its audience to consider healthier alternatives to sugar as a lifestyle change, the TVC drives a larger focus and awareness on the brand’s Stevia range named Sugar Free Green.
As a part of this association, Katrina Kaif will be the face of the parent brand Sugar Free and its extensions - Sugar Free D’lite chocolates, said the company. The TVC will go live in seven Indian languages and the campaign will see manifestations in print and on digital and social media platforms, it added.
Conceptualised by Wunderman Thompson, the campaign revolves around the actor, who in a playful interaction nudges the consumers to start their fitness journey by switching to Sugarfree from sugar, thereby taking their ‘Fitness Ka Pehla Kadam’.
"Over the last year, we've seen an uptick in our low-calorie sweetener portfolio as more consumers graduate towards holistic lifestyle changes, opting for healthier alternatives in their daily diets. With Sugar Free Green we have only taken this proposition further by providing our consumers with an added advantage of Stevia- a natural sweetener," said Zydus Wellness, chief operating officer & director, Tarun Arora. "Bringing Katrina Kaif on board as SugarFree's new brand ambassador is a step toward accelerating this growth and strengthening our position as the market leader."
Katrina Kaif said, “As a fitness enthusiast I know how important discipline is; especially when it comes to what you eat. I'm happy to announce my association with Sugar Free, a brand that has been at the forefront of making it easier for all of us to be able to start a fitness regime by cutting out the empty calories from sugar. There is a natural synergy in the way we see fitness and getting healthier as an organic lifestyle movement allowing you to make the choices that are right for each individual."
Speaking about the TVC, Wunderman Thompson's senior VP & executive business director, Samarth Shrivastava stated, "The present behaviour of the consumer is such that they plan a lot of small initiatives but find it difficult to execute all plans. This is where Sugar Free steps in, it’s the first easy step towards fitness, it's an ally for the consumer towards their fitness goals. And that’s what is brought out beautifully through the film."
