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Sugar Free creative duties moves from Rediffusion Y&R to Contract

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Sugar Free creative duties moves from Rediffusion Y&R to Contract

Zydus Wellness, the consumer products arm of Ahmedabad-headquartered Zydus Cadila Pharma Group, has awarded the creative mandate of its flagship sweetener brand Sugar Free to Contract Advertising. The account will be serviced out of Contract’s Mumbai office.

Contract’s mandate will cover all of Sugar Free’s sub-brands – namely, Gold, Natura, Herbvia as well as Sugar Free D’lite, a low calorie beverage. The initial campaign will include a 360-degree presence around TV, radio, digital, out of home and print. Contract, which won the business after a multi-agency pitch, will start working on the account from January 2014 onwards. The incumbent agency on the account was Rediffusion Y&R.

Commenting on the change, Elkana Ezekiel, Managing Director, Zydus Wellness said, “Contract’s track record of being a strategic and creative partner to big consumer brands, coupled with the passion, strategic inputs and creativity exhibited during the pitch makes us believe that they are the right partner to help us take Sugar Free to the next level.”

On winning the business, Ayesha Ghosh, Office Head, Contract, Mumbai  said, “Sugar Free poses a tremendous opportunity as the category is nascent and holds much potential in an increasingly fitness savvy and well-being-conscious India. We will take advantage of our strong integrated offering to help Sugar Free make the most of this opportunity. This has been a good year, winning Star Plus, RNA, and now Sugar Free.” 

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