Sugar Free has unveiled a new campaign ‘The Sweet Breakup’, a one-of-a-kind five-part web-series in the food category. Conceptualised and executed by Maxus Content, the content solutions arm of Maxus, the Sweet Breakup will be on air on youtube.com August 18.
Synonymous with sugar substitute, Sugar Free has always thrived on innovation as key for its growth and has introduced many variants in the category for the sweet binging yet calorie conscious Indians. As an extension to its innovation drive, the brand is initiating the web series.
Tarun Arora, Chief Operating Officer & Director, Zydus Wellness, said, “Our vision for ‘Sugar Free’ is to make it the brand of choice for consumers seeking low/no calorie options to lead a healthier life style. Hence to address the myths attached with the usage of Sugar Free as part of one’s daily culinary needs made us conceptualise ‘The Sweet Break Up’. This web series demonstrates in an authentic way that you can indulge into your favourite dessert guilt-free without compromising on the taste. The five-city trail as part of the campaign only reaffirmed that any sweet recreated with Sugar Free tastes the same when made with sugar. I believe this was the first time a dessert truck was going around India and hence there was a lot of excitement among people wanting to know what’s cooking!”
Pooja Verma, Head, Content, Entertainment and Sports Partnerships at Maxus, said, “Maxus believes that changing traditional behaviour among consumers with content, needs a compelling strategy, which is driven by insights and fused with creative thought. Showcasing Sugar Free as more than just a sugar substitute via ‘The Sweet Break-Up’ campaign is a prime example of our focus. Sweets have a strong relationship with celebrations in our country. With that insight in mind, we brought our campaign together on the message that enjoying sweets while breaking up with unhealthy calories is a win-win outcome for every foodie. The creative vehicle to deliver that message is our one-of-a-kind series where Chef Kunal Kapur joins famous foodie-duo Rocky and Mayur, in recreating delicious Indian sweets with Sugar Free. Through this content solution, the brand stands to generate extensive and meaningful conversations with viewers who love their sweets.”
This campaign marks the culinary journey of Sugar Free across five cities, Delhi, Lucknow, Kolkata, Bengaluru and Mumbai, where celebrity chef Kunal Kapur reconstructed five different speciality desserts by using Sugar Free products. The brand also had on board the famous foodie duo Rocky and Mayur whose fun banter added to the entertainment element in the web-series.
The journey started from Delhi where the chef created the famous Tewari Brother’s Gulaab Jamun followed by Lucknow where Ram Asrey’s famous Malai ki Gilori was made. The truck then headed East to Kolkata where he recreated Balaram Mullick’s Sandesh and then southward to Bangalore where he made a fusion dessert using G Pulla Reddy’s Dharwad Peda and created Dharwad Peda Tiramisu. The final leg of the web series was shot in Mumbai where Chef Kapur added a spin to made Ladu Samrat’s modak and created delicious chocolate modaks. All of these were created using Sugar Free.
While the brand has a strong linkage with table top consumption and pellets as a format, the culinary consumption for powder formats is a gap that needs to be bridged. ‘The Sweet Breakup’ campaign is that step forward by Sugar Free to make consumers aware of the format, its usage and the fact that the taste of the dessert stays as good.