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Sugar Free Natura celebrates sweet indulgence

By MunmunSaha - October 31, 2013

Zydus Wellness in partnership with DDB Mudra Max and brand ambassador celebrity chef Sanjeev Kapoor has launched the'Khushiyan gino, Calories nahi' campaign to promote its Sugar Free Natura this Diwali .

Zydus Wellness rewarded all health conscious sweet lovers with an interesting on- ground activation on October 26th and 27th  across 7 tier I & tier II cities and 9 malls by roping in master brand ambassador Sanjeev Kapoor.  The celebrity master chef created 12 new festive recipes for this occasion, which were distributed in the form of a booklet, along with sweets prepared with Sugar Free Natura, as part of the promo. Finger licking recipes of Gajar Halwa, Rasmalai, Walnut Chickoo Kheer, Mawa Anjeer Barfi along with the sweets were launched for the festive season.

DDB MudraMax team managed the focused campaign meant to educate the TG and communicate the advantage of Sugar Free over normal sugar.  The activation attracted footprints of 2,500 - 3,000 people from every age group, per day at each each counter in the malls.  

Commenting on the campaign, Elkana Ezekiel, MD Zydus Wellness Limited said, "Festivals should always be a reason to celebrate, not worry about how many sweets you are eating. It is this insight on which we feel Sugar Free Natura 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 from the Sugar Free stable has been the No.1 in this category for many years.”

Alvin D'souza Associate Vice President, 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. We are delighted to extend our integrated media services to Sugar Free from Zydus Wellness. So this season truely Khushiyan gino, Calories nahi.”

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

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