Sugar Free, India’s first low calorie sweetener brand owned by Zydus Wellness Limited, Sugar Free, marks the launch of its ‘Fitness ka Pehla Kadam’ campaign with prominent Bollywood actress Katrina Kaif. With the intention of inspiring its audience to consider healthier alternatives to sugar as a lifestyle change, TVC is pushing for greater focus and awareness of the Stevia range from the brand called Sugar Free Green.
Conceptualized by Wunderman Thompson, the campaign features Katrina Kaif, who in a playful interaction pushes consumers to begin their fitness journey by switching from sugar to Sugarfree: ‘Fitness Ka Pehla Kadam’.
Speaking about the campaign, Tarun Arora, Chief Operating Officer and Director of Zydus Wellness, said: “Over the past year, we have seen a rebound in our portfolio of low calorie sweeteners 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 into what our consumers eat or drink, Sugar Free has been well prepared to bridge the gap between the desire to being fit and the inability to stay consistent with a regimen of it. With Sugar Free Green, we have only taken this proposition further by giving our consumers an added benefit of Stevia, a natural sweetener. Incorporating Katrina Kaif as the new SugarFree brand ambassador is a step towards accelerating this growth and strengthening our position as a market leader. Katrina Award for Health and Fitness strongly resonates with our brand values. We want to take advantage of its immense popularity and following to reach newer audiences who want to take the first step towards fitness. “
Katrina Kaif shared her thoughts on the partnership: “As a fitness enthusiast, I know how important discipline is; especially when it comes to what you eat. I am pleased to announce my partnership with Sugar Free, a brand that has been at the forefront of making it easy for all of us to start an exercise regimen by eliminating empty calories from sugar. There is a natural synergy in the way we view fitness and health as an organic lifestyle movement that allows you to make the right choices for each individual. I hope that together we can motivate people to take their first small steps to get in shape with Sugar Free Green, which uses the sweetness of natural stevia leaves. “
As part of this partnership, Katrina Kaif will be the face of parent brand Sugar-Free and its extensions: Sugar Free D’lite chocolates.
Samarth Shrivastava, Senior Vice President and CEO, Wunderman Thompson, added: “Our main operational insight was that consumers tend to think more about fitness and do less in reality. Today’s consumer behavior is such that it plans many small initiatives. But they find it difficult to execute all the plans. This is where SugarFree comes in, it is the first easy step towards fitness, it is an ally for the consumer towards their fitness goals. And that is what shows perfectly through the The TVC will be launched in 7 Indian languages and the campaign will see demonstrations in print and on digital and social media platforms. “
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