Through this campaign, conceptualised by Contract Advertising, Sugar Free will donate ‘saved’ calories to an NGO, which, in turn, will help support and nourish school kids by serving these calories as hot, nutritious meals.
BestMediaInfo Bureau | Mumbai | September 16, 2014
Sugar Free has launched an initiative called ‘Donate Your Calories’ for the benefit of under-privileged children in India. Conceptualised by Contract Advertising, through this project, the brand will donate the extra calories that every pack of Sugar Free saves. While the brand has been helping millions to cut the bad calories from sugar in their food, this time around, the Sugar Free team, along with the agency, decided to take a step further by turning these bad calories into good calories with the help of the project.
Through this campaign, Sugar Free will donate the ‘saved’ calories to NGO Akshaya Patra, which, in turn, will help support and nourish school children by serving these calories as hot, nutritious meals.
Commenting on the brief from Sugar Free, Kapil Mishra, Executive Creative Director, Contract Advertising, said, “While the brief from Sugar Free is always on how to remove the bad calories from your diet, the question is who has created this perception of good and bad calories. Those who have access to calories can make this choice, but what about those who don’t have access to food? This campaign helps us address this imbalance in a very non-invasive way to the consumer, while sticking to the core thought of the brand.”
The idea for ‘Donate Your Calories’ project, came from the insight that India is faced with two problems - the fight for food and the fight with food. While one part of India looks forward to one square meal a day, another part of India is looking for ways to get rid of the extra calories in its meals. While almost 1.3 million children lose their lives to malnutrition, a large part of the urban population faces the risk of obesity and other lifestyle diseases caused by unwanted calories.
Every pack of Sugar Free will carry the campaign message and it will also use mediums like TV, press and outdoor to drive awareness. iContract, Contract Advertising’s digital arm, will drive awareness on social media, mobile and create a microsite to engage with new consumers who would like to live a healthy life and, at the same time, contribute in their own small way to society.
Elkana Ezekiel, Managing Director, Zydus Wellness, said, “As brand managers, we encourage our agencies to come up with ideas that may not necessarily be related to the campaign on air. So, when Contract presented this idea, it was something that we immediately took notice of and decided to execute. Not only because it is a product truth that Sugar Free does help you get rid of your bad calories, but the fact that these calories can be used to help people is something, quite honestly, we never thought of. With the help of Akshaya Patra, we’ve managed to achieve both and it’s a proud day for us.”
To know more about the Sugar Free ‘Donate Your Calories’ initiative, visit www.donateyourcalories.com
Agency: Contract Advertising
Executive Creative Director: Kapil Mishra
Senior Creative Director: Rahul Ghosh
Head of Planning: Mehul Shah
Account Director: Sudarshan Srinivasan
Account Management: Kunal Chakravarthy
Strategic Planner: Mallika Suresh