Sugar Free gets Parineeti to deliver smart-and-sweet message

Watch the ad film conceptualised by Contract Advertising here

Jun 13, 2016 04:40:00 AM | Video | Campaign India Team

Sugar Free recently announced the appointment of Bollywood actor Parineeti Chopra as its brand ambassador. Now, a TVC featuring the actor which has been conceptualised by 
Contract Advertising has gone on air. 
The film shows Chopra and her niece enjoying breakfast. Her brother in-law walks in post a cycle ride. When asked, he informs Chopra that he rode for 15 kilometers and reaches out to a bowl of sugar and his nimbu paani (fresh lime water). As he begins to drink, Chopra and the child say paanch gaye (five gone), 10 gaye (10 gone) and 15 gaye (15 gone) progressively as he finishes his drink. Chopra explains that the 15 kilometres of hard work has gone waste, with the consumption of sugar in his drink. When he asks whether he should stop drinking nimbu paani too, he’s offered the solution: nimbu paani with Sugar Free.
Tarun Arora, COO, Zydus Wellness, said, “Our new campaign is all about making smarter choices. Today, consumers are inundated with a variety of options – be it foods, consumer goods or even health. Sugar Free is their partner in making an intelligent, smart choice of taste without having to give up on their indulgences. The concept of ‘Smartness Waali Sweetness’ emphasises on the smarter choice – To give up sugar, not the sweetness. Sugar Free is immensely proud to associate with one of Bollywood’s finest actors in today’s age, Parineeti Chopra. Her transformation, which is a reflection of her dedication and her willpower to make smart health choices resonated well with what we intended to say to our consumers. We have no doubt that this association with Parineeti will provide a good reason to the consumer and inspire them to opt for a smarter, healthier lifestyle without much compromise or change. Parineeti Chopra has been the talk of the town with her recent transformation from a bubbly girl-next-door persona to becoming the poster-girl for fitness. She is the new youth icon to relate with when it comes to being fit; a true embodiment of the brand’s philosophy of bringing in a fitter lifestyle.”
The campaign went live on 5 June. It will have print, on-ground and digital legs.
Client: Sugar Free
Agency: Contract Advertising
Director (film): Prashant Madan
Production house: Nirvana Films