Rediffusion Y&R has conceptualised a new TVC for Sugar Free which features their brand ambassador Bipasha Basu. Titled "Step to Fitness", it's aimed at moving people from being just "Fitness Thinkers" to "Fitness Doers".
Commenting on the TVC, Nisha Singhania, executive vice president, Rediffusion Y&R Mumbai, said "The 'stepathon' is the new concept that Sugar Free has come up with where it's urging people to stay fit. People have jogging shoes, track pants and other fitness equipment lying in their house, but they rarely come down to using them. This is the insight that we have used in this campaign."
The film opens with a man shown sleeping who hits the snooze button on his alarm clock to avoid waking up for his morning walk. The TVC then shows a pair of running shoes which have dust accumulated on them because of the rarity of them being used. It also shows track pants and a cycle which end up being used for different purposes. At this point, brand ambassador Bipasha Basu steps in to state that people think a lot about fitness but don't actually do anything about it. She thens says, "Take your first step to fitness: use the stairs instead of the lift, and instead of sugar, use Sugar Free."
The campaign will spread digitally soon.
WATCH TVC here
Creative agency - Rediffusion Y&R
Production house: 30 secs of Fame
Director: Uzer Khan
Creative: Minakshi Achan, Anisha Sarin, Vihar Patkar and Lokesh Padmashali
Account management: Neville Medhora, Vimesh Shah and Gayatri Nair
Films: Alpa Jobalia, Kashif Memon and Brendon Benjam