Sugar Free has announced the appointment of Katrina Kaif as brand ambassador and rolled out a film featuring the actor. As a part of this association, Kaif will be the face of the parent brand Sugar Free and its extensions - Sugar Free D’lite chocolates
The film has been conceptualised by Wunderman Thompson and urges viewers to opt for simple lifestyle changes and start their fitness journey.
Tarun Arora, chief operating officer and director, Zydus Wellness, said, "Over the last year we've seen an uptick in our low-calorie sweetener portfolio as more consumers graduate towards holistic lifestyle changes, opting for healthier alternatives in their daily diets. Through consistent innovations that seamlessly integrate taste and health across what our consumers eat or drink, Sugar Free has been well poised to bridge the gap between the desire for fitness and the inability to stay consistent to a regime thereof. With Sugar Free Green we have only taken this proposition further by providing our consumers with an added advantage of Stevia- a natural sweetener. Bringing Katrina Kaif on board as SugarFree's new brand ambassador is a step toward accelerating this growth and strengthening our position as the market leader. Katrina's passion towards health and fitness resonates strongly with our brand values. We want to build on her immense popularity and following to reach new audiences looking to take the first step toward fitness."
Samarth Shrivastava, SVP and executive business director, Wunderman Thompson, added, "Our primary operating insight was that consumers tend to think more about fitness and do less in reality. The present behavior of the consumer is such that they plan a lot of small initiatives but find it difficult to execute all plans.This is where SugarFree steps in, it’s the first easy step towards fitness, it’s an ally for the consumer towards their fitness goals. And that’s what is brought out beautifully through the film."
The campaign also has print, digital and social media legs.
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