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The new campaign called the ‘Step to Fitness’ is an initiative to move people from being just ‘fitness thinkers’ to ‘fitness doers’.

Therefore these days when the heart diseases and diabetes are accelerating at an alarming rate, Sugar Free has launched its latest campaign with none other than Bipasha as its brand ambassador.

Conceputlised by Rediffusion Y&R, the new TVC shows deals with the common problem of laziness. Shot at Goregaon and Bandra, the commercial brings an easy solution to the laziness problem with Bipasha urging the consumers to use stairs instead of lifts.

A provocative commercial wherein the idea is not to follow any particular fitness regime or forcing people to change their lifestyle instead taking small steps to achieving the goal.

Nisha Singhania executive vice president Rediffusion Y&R says that they have come up with this campaign after keeping fitness in their mind. “We are passively healthy. Everybody goes through a phase of life when we all go through the unhealthy life style and everyone wants to be healthy but find excuses not to be, so the campaign came along with keeping the physical fitness in mind,” she says.

Giving something extra, Singhania says that this is not just any other campaign. “Basically client comes up with the idea and they just don’t want to sell the brand but also inculcate the habit of healthy living within the people. And first initiative we have taken is towards the health is by climbing stairs.

“There are lots of people who are actively healthy and go the gym but there are passively people who say “merko kuch karna chahiye par kuch karte nahi”. So the first step towards the fitness is taking stairs,” she explains.