Win-win strategy with Sugar Free Gold

The campaign, conceptualised by Contract, aims to help Sugar Free Gold achieve volume growth and also instil the desire to stay healthy

BestMediaInfoBureau | Mumbai | May 22, 2014

Click on the image to watch the TVC.

Zydus Wellness's iconic brand, Sugar Free Gold, has released its new commercial, 'Meetha on, calories gone', whereby it urges all calorie conscious people to switch to a healthier lifestyle by using Sugar Free Gold regularly.

The campaign, created by Contract Advertising, makes us realise that on a daily basis, we don't keep a tab of the calories we consume, which over the years, piles up and affects our health. Contract won the account last year. The main aim of this campaign was to help Sugar Free Gold achieve the expected volume growth and also instil in people the desire to stay healthy.

The 21-second TVC sends a very vital message: that all our favourite dishes and drinks have hidden calories. Therefore, Sanjeev Kapoor, the brand ambassador of Sugar Free, who features in the campaign, urges people to switch over to a healthy lifestyle by using Sugar Free Gold, which not only has lower calories compared to sugar, but also doesn't make any compromise on taste. The film ends with a voice over saying: 'Mithas on, extra calories gone'.

Kapil Mishra

Kapil Mishra, ECD, Contract Advertising, Mumbai, said, “We had a very strong insight from which the campaign has been developed. When we consume sugar, we don't realise that we are consuming so many calories. The TVC is an attempt is to remind people of this fact and the best way to communicate it is to show a slice of life and demonstrate the ways in which our ignorance is leading us against our desired lifestyle. Partnering with Sanjeev Kapoor just made the task easier and more compelling.”

“It has been an exciting journey with the team at Sugar Free, both the client and we are looking forward to expand the category and making the brand synonymous to the category,” said Ayesha Ghosh, Branch Head, Contract Advertising, Mumbai.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: Contract Advertising

National Creative Director: Ashish Chakravarty

Planner: Mehul Shah

ECD: Kapil Mishra

Copywriter: Kapil Mishra, Rahul Ghosh

Art Director: Priya Vig

Account Management: Kunal Chakravarty

Director: Bauddhayan Mukherji

Production House: Little Lamb Films

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