MUMBAI: Sugar.fit, a health-tech startup dedicated to managing and reversing Type 2 Diabetes and Pre-diabetes, launched their new brand campaign, ‘Live Again Series – The Comeback Stories’ with former cricketer Sachin Tendulkar.
Hosted by sports commentator Joy Bhattacharya, this series lets viewers go through the journey of Tendulkar’s most iconic comebacks with some untold anecdotes from Sharjah 1998, Sydney 2004, his tryst with Tennis Elbow and his journey into cricket while drawing inspiration from real stories of resilience and victory over diabetes by Sugar.fit users.
The ‘Live Again’ brand campaign aims to underscore Sugar.fit’s mission of helping individuals regain control of their lives, celebrating resilience, transformation, and triumph. Through this initiative, Sugar.fit aspires to inspire a broader audience to take action against diabetes, a silent pandemic making India the diabetes capital of the world.
The ‘Live Again Series’ features inspiring tales of individuals who overcame health challenges to make extraordinary comebacks. Real-life stories from Sugar.fit users who reversed Type 2 diabetes through the platform’s comprehensive programme demonstrate how targetted interventions, lifestyle modifications, and resilience can rewrite the narrative of living with diabetes.
Madan Somasundaram and Shivtosh Kumar, co-founders Sugar.fit said, “This series represents our core values—resilience, transformation, and empowerment. India’s battle with diabetes is reaching a tipping point, and we believe that every comeback story has the potential to inspire millions facing similar health challenges. Sachin’s journey is a powerful parallel to the stories of our users who have reversed diabetes with Sugar.fit’s comprehensive program. Partnering with him allows us to amplify this message of empowerment, as he embodies perseverance and victory over setbacks.”
Viewers can look forward to engaging episodes that explore his untold stories, including his comebacks, while diving into the experiences of Sugar.fit users who have overcome the challenges of Type 2 diabetes. Each episode offers a blend of real insights on resilience, determination and results of a strong mindset.
The ‘Live Again’ campaign signifies a broader vision for Sugar.fit to redefine diabetes management through innovative technology, continuous glucose monitoring, and personalised care. With Sachin Tendulkar as brand ambassador and Strategic Investor, Sugar.fit continues to establish itself as a leader in digital health solutions, empowering users to achieve sustainable health outcomes.
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