Campaign India Team
Mar 17, 2015

Sugar Free plays up the irony to propagate healthier living

Watch the film conceptualised Contract Advertising here

wide player in 16:9 format. Used on article page for Campaign.
Sugar Free has rolled out its latest campaign to encourage people to adopt healthier lifestyle. The film was conceptualised by Contract Advertsing and has been released on 17 March.
The film begins with a shot in slow-motion as a man receives praise for choosing the stairs over the taking the lift. The voiceover talks about the achievement of not listening to your boss or juniors and resisting temptation as music swells in the background.
The tone of the film changes a hand hits the protagonist of the film for adding sugar to his five cups to tea. The voiceover asks him how he let his hardwork go to waste.
The film ends with a voiceover asking the protagonist to embrace Sugar Free so that he can enjoy his tea without the hassle of calories.
Elkana Ezekiel, managing director, Zydus Wellness, said, “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.” 
Kapil Mishra, ECD, Contract Mumbai, said, "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.”  
Ayesha Ghosh, GM, Contract Mumbai, said, "Good health should not be limited to physical activities. Sugar Free resonates with good health and vitality, something that holds true not only for diabetic patients but everyone looking for a healthy life."
Client: Zydus Wellness
Creative agency: Contract Advertising
Agency team : Ashish Chakravarty, Kapil Mishra, Rahul Ghosh, Ayesha Ghosh, Kunal Chakravarty, Sudarshan Srinivasan, Mehul Shah, Mallika Suresh
Production House : Coconut Films
Director : Nishant Goyal
Producer : Tushar Raut

Campaign India