Sugar Free highlights the perils of a sweetness overload
The new campaign, created by Contract Advertising, encourages people to lead a healthier lifestyle by paying attention to even the micro details
BestMediaInfo Bureau | Mumbai | March 18, 2015
Sugar Free, in its new campaign, reaches out to people encouraging them to lead a healthier lifestyle by paying attention to even the small details and bring about awareness of these micro details, which will help consumers and all health seekers live happier and more fulfilling lives.
“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 first step towards living a healthier and fitter lifestyle,” explained Elkana Ezekiel, Managing Director, Zydus Wellness.
The ever changing lifestyle of people living in cities has led to an increase in the prevalence of lifestyle diseases. But there are also people who are doing all they can to counter the same. While they focus on the big changes necessary to get closer to their health goals, they often forget the small details. Like the sugar they consume with every cup of tea or coffee.
The creative team at Contract Advertising decided to use this fact to the brand's advantage. “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,” said, Kapil Mishra, ECD, Contract Mumbai.
Ayesha Ghosh, GM, Contract Mumbai, added here, “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.”
If the average person consumes five cups of tea a day, at an average of two teaspoons of sugar per cup, the total sugar consumed is 17.5 kg per person per year. This renders all healthy activities such as jogging, gym workouts, etc., that one undertakes, irrelevant.
The TVC:
Credits:
Creative: Ashish Chakravarty, Kapil Mishra, Rahul Ghosh
Servicing: Ayesha Ghosh, Kunal Chakravarty, Sudarshan Srinivasan
Planning: Mehul Shah, Mallika Suresh
Production House: Coconut Films
Director: Nishant Goyal
Producer: Tushar Raut