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Sugar Free Natura makes it ‘Khushiyan gino, Calories nahi’ festival

DDB MudraMax conceptualises and executes a campaign with on-ground activities, print ad and a microsite   

BestMediaInfo Bureau | Mumbai | November 1, 2013

Sugar Free Natura, a product by Zydus Wellness, is a zero calorie sweetener that contains sucralose which is made from sugar and tastes like sugar, but has no calories. Along with happiness, all our festivals bring sweets and those extra calories. But Sugar Free Natura guarantees the sweetness of sugar without calories so that health conscious people can have sweets without guilt.

Zydus Wellness has launched a campaign, ‘Khushiyan gino, Calories nahi’, with its brand ambassador, celebrity chef Sanjeev Kapoor. The campaign has been conceptualized and executed by DDB MudraMax. Kapoor recommends that consumers should try sweets made with Sugar Free Natura as it allows them guilt-free indulgence with great taste.

The campaign started with the print ad which was released on October 22, 2013 in The Times of India, and had a QR code embedded. By scanning the ad/logo of Sugar Free Natura, consumers could download recipes instantly on their mobile phones and watch Chef Sanjeev Kapoor recommend the product for festivities.

The team also created a microsite – promoted across print and on-ground events – along with banner ads across various portals and social media. The microsite offers a host of experience to the audience, including downloading recipes, viewing the latest brand TVC, testimonials from people who tasted the ‘mithai’ made of Sugar Free Natura, images of the event and direct access to write to Sanjeev Kapoor.

Chef Sanjeev Kapoor has created 12 new festive recipes on this occasion, in the form of a booklet, which were distributed along with the sweets prepared with Sugar Free Natura on October 26 and 27.

The DDB MudraMax team will run on-ground promotions across seven cities in nine malls.

Elkana Ezekiel, MD, Zydus Wellness, said, “Festivals should always be a reason to celebrate, not worry about how many sweets you are eating. It is this insight which we feel plays a big role. It provides a healthier alternative during festivals without compromising on celebrating with your family. Sugar Free Natura, a zero calorie sweetener, has been the No.1 in this category for many years.”

 Alvin D’souza Associate VP, DDB MudraMax, added, “A combination of interesting festive content along with use of new age media worked as a success mantra for the campaign. This integrated campaign helped in reaching out to the consumer not only on ground and on web but also in their own space on their mobile phone. So this season truly about Khushiyan gino, Calories nahi.”

Mandeep Malhotra, President, DDB MudraMax, commented, “We are proud to partner with Sugar Free. The idea is really appealing to have sweet without the calories. Loved the joy it spread in the health conscious sweet tooth people.”



Unit: DDB MudraMax Mumbai

Office Head: Mandeep Malhotra

Business Head: Alvin D’souza

Creative: Arpan Jain, Chandan Jadhav

Account Planning: Tanushree Sharma, Arjun Vednayagam

Account Management: Samir Vithlani

Client Servicing: Chintan Bharucha

Production and Execution: Sanjay Pandey, Amit Tulsan

Digital Support: Meghna Godkhindi, Irfan Mirza, Namrata Misal


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