Sugar-Free, India’s No. 1 low-calorie sweetener brand, operated by Zydus Wellness Limited, has launched its ‘Fitness ka Pehla Kadam’ campaign, which stars top Bollywood actress Katrina Kaif. The TVC promotes the brand’s Sugar-Free Green Stevia range, with the goal of inspiring viewers to choose healthy options to sugar as a choice of lifestyle.
This campaign, which was created by Wunderman Thompson, includes Katrina Kaif, who encourages people to start the workout regime by converting to Sugarfree from sugar – ‘Fitness Ka Pehla Kadam’.
Mr Tarun Arora, Chief Operating Officer & Director – Zydus Wellness, stated regarding the initiative, “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 with 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 for 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.”
Katrina Kaif spoke out about the association, saying, “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”
Katrina Kaif will now be the spokesperson of Sugar-Free as well as its derivatives, Sugar Free D’lite chocolates, as part of this partnership.
Wunderman Thompson’s Sr. VP and Exec Business Director, Samarth Shrivastava, stated, “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.”
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