Sugar Free, one of India’s foremost sweetener brands, has announced Janhvi Kapoor as its new brand ambassador in a fresh campaign crafted by global creative and digital transformation agency VML. Titled “Fitness Ka Pehla Kadam,” the campaign arrives at a time when India’s sugar substitute market is experiencing rapid growth, fuelled by a rising wave of health-conscious consumers. Designed to inspire healthier lifestyle choices, the campaign will roll out across TV, digital platforms, and outdoor media, making a strong presence throughout the IPL season and beyond.
“As consumer preferences shift toward smarter and more balanced lifestyles, Sugar Free continues to evolve and bridge the gap between wellness and taste. This makes Kapoor a natural choice and we are excited to have her champion our brand’s purpose and legacy,” said Tarun Arora, CEO of Zydus Wellness.
Babita Baruah, CEO VML India, added, “Janhvi’s authentic commitment to fitness makes her an ideal ambassador for Sugar Free, and we’re confident this campaign will elevate the brand’s mission of making healthy living both aspirational and accessible.”
The campaign taps into Janhvi Kapoor’s authentic commitment to fitness and wellness, creating a strong emotional connect with health-conscious audiences while reinforcing Sugar Free’s premium brand image. The integrated rollout will span YouTube, television, and outdoor media, ensuring wide visibility and impact.
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