By A Correspondent
Sugar Free, a brand owned by Zydus Wellness, has appointed Lowe Lintas as its creative agency. The appointment was an outcome of a multi-agency pitch.
Said Anaheeta Goenka, President, Lowe Lintas: “Sugar Free is a great brand and we are really excited with the mandate. We look forward to this strategic & creative partnership to bring growth to the sugar-substitute category. Here’s to sweet beginnings!”
The Mumbai office of Lowe Lintas will handle the account.
By A Correspondent
Sugar Free has unveiled‘The Sweet Breakup’, a five-part webseries that is conceptualised and executed by Maxus Content, the content solutions arm of Maxus.
Talking about the campaign Tarun Arora, Chief Operating Officer & Director, Zydus Wellness said: “Our vision for “Sugar Free†is to make it the brand of choice for consumers seeking low / no calorie options to lead a healthier life style. Hence to address the myths attached with the usage of Sugar Free as part of one’s daily culinary needs made us conceptualise ‘The Sweet Break Up’. This web series demonstrates in an authentic way that you can indulge into your favourite dessert guilt-free without compromising on the taste. The 5- city trail as part of the campaign only reaffirmed that any sweet recreated with Sugar Free tastes the same when made with sugar. I believe this was the first time a dessert truck was going around India and hence there was a lot of excitement amongst people wanting to know what’s cooking !â€
Added Pooja Verma, Head – Content, Entertainment and Sports Partnerships at Maxus: “Maxus believes that changing traditional behaviour among consumers with content, needs a compelling strategy which is driven by insights and fused with creative thought. Showcasing Sugar Free as more than just a sugar substitute via ‘The Sweet Break-Up’ campaign is a prime example of our focus. Sweets have a strong relationship with celebrations in our country. With that insight in mind, we brought our campaign together on the message that enjoying sweets while breaking up with unhealthy calories is a win-win outcome for every foodie. The creative vehicle to deliver that message is our one-of-a-kind series where Chef Kunal Kapur joins famous foodie-duo Rocky & Mayur, in recreating delicious Indian sweets with Sugar Free. Through this content solution, the brand stands to generate extensive and meaningful conversations with viewers who love their sweets.â€
By A Correspondent
Sugar Free has unveiled a new campaign where it reaches out to people encouraging them to lead a healthier lifestyle by paying attention to details, however small or big.
“At Zydus, we are committed to the wellness of the community and society we operate in. Excess sugar consumption leads to a host of diseases. While the consumer strives hard to be healthy and fit, the amount of sugar consumed often makes all the effort go waste. The TVC sheds light on this fact while establishing how Sugar Free is the 1st step towards living a healthier and fitter lifestyle,†said Elkana Ezekiel, Managing Director Zydus Wellness.
The ever changing lifestyle of the people living in cities has led to an increase in the prevalence of lifestyle diseases. But there are also people who are doing all they can to counter the same. While they focus on the big changes necessary to get closer to their health goals, they often forget the small details. Like the sugar you consume with every cup of tea or coffee.
The creative team at Contract Advertising decided to use this fact to the brand’s advantage. “This irony of the human behaviour is the creative idea. We took this observation of how a great effort to achieve good health, backed by immense willpower, often gets ruined because of mindless sugar consumption,†says Kapil Mishra, ECD, Contract Mumbai.