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Sugar Free’s new campaign encourages people to get smart about sweetness

Sugar Free, a leading brand for sugar substitutes, has rolled out its new brand campaign for Sugar Free Natura featuring brand ambassador Parineeti Chopra and actor Abhay Deol. The brand has been innovating and creating variants for their consumers who are health and calorie conscious, yet have a sweet tooth. 

The Sugar Free film depicts the story of a young, health-conscious couple portrayed by Parineeti Chopra and Abhay Deol, who strongly believe that their busy, urban lifestyles must be balanced equally with a fitness goal. And, much of this goal is dependent on making healthy choices, especially when it comes to sugar intake in their daily cups of tea. 

The TVC opens with Parineeti working on her laptop. She gets interrupted by Abhay who shows her the newspaper with her photo and ‘Young Achiever of the Year’ written on the front page. She hugs him and thanks him for his constant support and says that she would not have been able to achieve this without him. The next scene shows Abhay about to be putting sugar into his cup of tea when Parineeti interrupts him by saying “Waise, Tumhaare six pack vale dream ko mera support bhi toh lagega” and puts Sugar Free Natura in both their cups. The film ends with the tagline: ‘Smartness waali Sweetness’. 

Speaking about the campaign, Tarun Arora, Chief Operating Officer & Director, Zydus Wellness, said, “Sugar Free as a brand has always aimed to resonate with the concept of leading a healthy lifestyle. The new campaign encourages consumers to incorporate Sugar Free in their daily routine. Parineeti Chopra, as the brand ambassador for Sugar Free, helps us to cater to a wide array of consumers who are increasingly getting more and more conscious about their health and well-being.” 

Kapil Mishra, Creative Head, Contract Advertising, which conceptualised the campaign, added here, “In this film, the idea was about showing a strong relationship where the man and the woman are each other’s support and strength, coupled with our insight of Ek Kadam Aagey, Ek Kadam Picchey.” 

The strategy for the campaign was to increase relevance for Sugar Free around the most relevant consumption occasion of tea time. And execute it while bringing alive the support, love and care that a couple has for each other. In today’s fast paced life, all efforts to keeping fit may get offset with the relatively high consumption of sugar – most of which, we do not even realize. Therefore, one small yet significant change is to replace sugar with Sugar Free in one’s everyday tea – to keep all of the sweetness; yet none of the calories. 

Sharing her experience on shooting for the campaign Parineeti Chopra, Brand Ambassador, Sugar Free, said, “This campaign is very true to the brand. The company understands the psyche of consumers very well and hence have developed Sugar Free, as a great substitute for sugar. I am very happy to be associated with Sugar Free for more than 2 years now and the best thing I like about the whole team is that they have a finger on the market’s pulse and have a great understanding of consumers’ needs.” 

On the choice of Parineeti Chopra and Abhay Deol for ad film, Sachin Dingankar, Marketing Head, Zydus Wellness, said, “Parineeti Chopra as the brand ambassador for Sugar Free helps us to engage with a wider audience. Being someone who’s successfully taken the journey of getting healthier and fitter, while not giving up on sweetness – Parineeti is the ideal ambassador for the brand. The new campaign is built around relationship of a couple and how they are trying to help each other reach their individual goals. We felt that Abhay Deol and Parineeti would be able to bring great chemistry on screen.” 

Dingankar further said that with Sugar Free being a dominant category leader in the sugar substitute space, the endeavour for the brand has always been to build relevance and grow the category. The focus on distribution for Sugar Free is pan-India, as sedentary lifestyle and obesity have become issues that cut across socio-economic, gender, and geographical barriers today. 

He also informed that along with the new campaign, the entire range of Sugar Free has undergone a transition. “There is better synergy and harmony in the new packaging across the Sugar Free sub-brands. It has also become much more contemporary and modern,” Dingankar added. 

Campaign Credits: 

Advertising Agency: Contract Advertising, India

Creative Team: Siddhesh Kulkarni, Kapil Mishra, Rahul Ghosh, Priyanka Mhatre

Account Management Team: Arjun Sen, Rohit Chatterjee, Suryatapa Dutta, Devansh Thakker

Account Planning: Rohit Srivastava, Sunil Shetty, Dia Kriplani

Production House: Paper Planes Pictures

Director: Prashant Madan

Producer: Lisa D’Costa

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