Experts believe that excess sugar consumption leads to obesity, diabetes and many other lifestyle diseases. Many processed snacks and meals also contain hidden sugar in it. Most of the Indian mithais and sweets also are made from sugar. So, the only way to have your cake and eat it too is replace sugar with sugar free.
With this intent of inspiring viewers towards healthier alternatives to sugar, Zydus Wellness’ Sugar Free has launched a campaign ‘Fitness Ka Pehla Kadam’ featuring Bollywood actress Katrina Kaif. The TVC drives larger focus and awareness on the brand’s Stevia range named Sugar Free Green.
Conceptualised by Wunderman Thompson, the campaign features Kaif who in a playful interaction nudges the consumers to start their fitness journey by switching to sugarfree from sugar.Kaif will be the face of the parent brand Sugar Free and its extensions – Sugar Free D’lite chocolates.
Tarun Arora, chief operating officer and director – Zydus Wellness said, ‘”Bringing Katrina Kaif on board as SugarFree’s new brand ambassador is a step toward accelerating growth and strengthening our position as the market leader. Katrina’s passion towards health and fitness resonates strongly with our brand values. We want to build on her immense popularity and following to reach new audiences looking to take the first step toward fitness.”
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. I hope we can together motivate people to take their first baby steps to getting fitter with Sugar Free Green which uses sweetness from natural stevia leaves”
Samarth Shrivastava, senior vice president and executive business director Wunderman Thompson added, “Our primary operating insight was that consumers tend to think more about fitness & do less in reality. The present behavior of the consumer is such that they plan a lot of small initiatives but find it difficult to execute all plans. This is where SugarFree 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.”
The TVC will go live in 7 Indian languages and the campaign will see manifestations in print and on digital and social media platforms.