Contract's new Sugar Free Gold TVC urges to fight invisible calories

Contract’s new commercial for Sugar Free Gold, ‘Meetha on, Calories gone’ urges the calorie conscious to fight the invisible calories by switching over to Sugar Free. The TVC stars brand ambassador celebrity Chef Sanjeev Kapoor and is been shot by Little Lamb Films.

Zydus Wellness’s iconic brand, Sugar Free is all set to ramp up the marketing activities this year by stepping up its game and drive category conversion aggressively by taking a stronger and a more direct "anti-sugar" & "anti-calories" stance. The brand has been a lead crusader in providing a healthier lifestyle option through its artificial sweeteners for over a decade now.

Contract advertising, who won the account last year, is helping them achieve the expected volume growth. “It has been an exciting journey with the team at Sugar free, both the client and we are looking forward to expand the category and making the brand synonymous to the category,” said Ayesha Ghosh, Branch Head, Contract Advertising, Mumbai.

Speaking on the new commercial, Kapil Mishra, ECD, Contract Advertising, Mumbai said, "We had a very strong insight from which the campaign has been developed. When we consume sugar, we don't realize that we are consuming so many calories. The TVC is an attempt is to remind people of this fact & the best way to communicate it, is to show a slice of life and demonstrate the ways in which our ignorance is leading us against our desired lifestyle. Partnering with Sanjeev Kapoor just made the task easier and more compelling.”