Contract wins creative mandate for Sugar Free

Zydus Wellness, the consumer products arm of the Ahmedabad-headquartered Zydus Cadila pharma group, has awarded the creative mandate of its flagship sweetener brand Sugar Free to Contract Advertising. The account was being handled by Rediffusion YR earlier.

The business, won after a multi-agency pitch, will be handled by Contract’s Mumbai office.

Commenting on the change, Zydus Wellness’ MD Elkana Ezekiel said, “Contract's track record of being a strategic and creative partner to big consumer brands, coupled with the passion, strategic inputs and creativity exhibited during the pitch makes us believe that they are the right partner to help us take Sugar Free to the next level.”

“Sugar Free poses a tremendous opportunity as the category is nascent and holds much potential in an increasingly fitness savvy and well-being-conscious India. We will take advantage of our strong integrated offering to help Sugar Free make the most of this opportunity. This has been a good year, winning Star Plus, RNA, and now Sugar Free,” said Ayesha Ghosh, office head, Contract, Mumbai, in a statement announcing the business win.

Sugar Free will embark on a campaign spread across TV, radio, digital, out-of-home and print. Contract will start working on the account from January 2014.