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Wunderman Thompson South Asia wins creative mandate for Sugarlite

The agency will be working on positioning the brand through creative communication and content

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MUMBAI: Following a multi-agency pitch in 2019, Wunderman Thompson South Asia has won the creative mandate for Sugarlite. The agency will be providing strategic and creative services to shape the communication for the brand which will cut across geographies, demographics and mind-sets and deliver differentiated content with incisive insights.

Sugarlite, which was launched in January 2019 is a premium sugar brand from India’s emerging wellness and health company, Zydus Wellness. A first of its kind sugar, Sugarlite delivers 50% less calories than regular sugar for the same degree of sweetness. The agenda of Sugarlite is to provide a healthy sugar to Indian homemakers and health seekers.

Commenting on the decision to appoint Wunderman Thompson as their creative agency, Zydus Wellness chief executive officer Tarun Arora said, “We were seeking to partner with an agency that would not only be responsible for communication development but also walk alongside us with strategic inputs on the brand. Hence we decided to extend our partnership with Wunderman Thompson considering the good work that has been done on some of our other brands.”

On the new business win, Wunderman Thompson, South Asia chairman and group CEO Tarun Rai said, “Zydus Wellness has some amazing brands in their portfolio, and I am very happy that we have deepened our relationship with the Sugarlite win. We will work in close partnership with the Sugarlite team to achieve their ambitious business objectives. With Wunderman Thompson’s capabilities in data, digital and technology, we are in a strong position to offer end-to-end solutions for the brand.”

Wunderman Thompson, Mumbai SVP and managing partner Kishore Tadepalli said, “We are truly delighted that we could demonstrate our team’s experience and capabilities in offering a multi-discipline integrated offering to win this very prestigious business. Through Sugarlite, we want to redefine the sugar category in India and creative communication plays a crucial role to achieve the same. We now look forward to this partnership to create content that will help to drive the desired impact and achieve business outcomes for Sugarlite.”

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