Zydus Wellness ad for Sugarlite urges people to reduce sugar consumption just ‘aadha’

The campaign has been conceptualized and executed by Contract Advertising

e4m by exchange4media Staff
Updated: Feb 3, 2019 10:00 AM

Zydus Wellness has launched Sugarlite - a 100% natural blended sugar. It’s a smart sugar made from a blend of sugar and stevia, which provides 50% less calories while being just as sweet as sugar, the company said in a statement.

The brand has launched a campaign to promote Sugarlite. To ensure that the product resonated with the consumer immediately, the team at Contract Mumbai based its communication on a relevant consumer insight that “most people, in the quest of trying to reduce calorie consumption, reduce sugar instantly and thus take away from the joy of eating”. It prompts them to reduce everything to “aadha”.

Commenting on this launch, Tarun Arora, Chief Operating Officer & Director - Zydus Wellness, said, “Sugarlite is one of the biggest launches for Zydus Wellness. With this major launch we are targeting to provide consumers with sugar-like experience while cutting down the calories and remaining true to the social and cultural aspects of Indian household’s sugar consumption habits. Sugarlite is an innovative product, with a differentiated proposition, developed from a strong consumer insight, which makes it an ideal product for consumers looking for calorie reduction without compromising on sweetness.”  

Rohit Srivastava, Chief Strategy Officer for Contract India, said; “This move taps into a huge opportunity, created by a key emerging tension for most consumers – the fact of sugar & mithaas being an integral part of our culture (auspicious occasions, new beginnings, celebrations, treats etc.) and the increasing levels of health & calorie consciousness. The result is a love-hate relationship that they have with sugar i.e loving the taste but hating the effects – which is what Sugarlite resolves so beautifully.”

Kapil Mishra, ECD and the Creative Head for Contract Mumbai, added, “In the absence of any smarter way of reducing calories in your desserts or beverages, the only option, so far, was to reduce the quantity of food. But it also reduces the joy of sweets. The creative idea used this habitual behaviour of fitness conscious people and the nomenclature that they use for this, only to introduce a smarter way of reducing calories. A smarter sugar Sugarlite.”


Advertising Agency: Contract Advertising, India

Creative Team: Sagar Mahabaleshwarkar, Kapil Mishra, Rahul Ghosh, Siddhesh Kulkarni

Account Management Team: Arjun Sen, Rohit Chatterjee, Devansh Thakker, Fiona Maben

Account Planning: Rohit Srivastava, Dia Kripalani

Production House: Rising Sun Films

Director: Shoojit Sircar

Producer: Supriya Macwan

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