Sugar Free by Zydus Wellness Ltd, a low-calorie sugar brand, is driving a new campaign with actor Katrina Kaif called “Fitness ka Pehla Kadam.” The TVC focuses on the brand’s Sugar Free Green Stevia range, with the purpose of encouraging viewers to make healthy lifestyle choices instead of sugar.
‘Fitness Ka Pehla Kadam,’ a commercial designed by Wunderman Thompson, stars Katrina Kaif in a playful dialogue encouraging people to begin their fitness movement from sugar to Sugarfree.
Tarun Arora, Chief Operating Officer & Director – Zydus Wellness commented on the campaign, ‘”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. Through consistent innovations that seamlessly integrate taste and health across what our consumers eat or drink, Sugar Free has been well poised to bridge the gap between the desire for fitness and the inability to stay consistent to a regime thereof. With Sugar Free Green we have only taken this proposition further by providing our consumers with an added advantage of Stevia- a natural sweetener. 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’s passion towards health and fitness resonates strongly with our brand values. We want to build on her immense popularity and following to reach newer audiences looking to take the first step toward fitness.”
Samarth Shrivastava, SVP and executive business director, Wunderman Thompson, added, “Our primary operating insight was that consumers tend to think more about fitness and 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.”
Katrina Kaif will be the brand ambassador of Sugar Free and its subsidiaries.
Print, digital, and social media are all part of the campaign in seven different languages.