Mumbai: Sugar Free, a name synonymous with sugar substitute, is the single largest leader in India in the category. The brand always thrives on innovation as key for its growth and has introduced many variants in the category for the sweet binging yet calorie conscious Indians. As an extension to its innovation drive, the brand has unveiled a new campaign ‘The Sweet Breakup’, a one-of-a-kind 5-part web-series in the food category. The series is conceptualized and executed by Maxus Content, the content solutions arm of Maxus. The Sweet Breakup will be unveiled on-air on youtube.com 18th August.
Talking about the campaign Tarun Arora, Chief Operating Officer & Director, Zydus Wellness said, “Our vision for “Sugar Free” is to make it the brand of choice for consumers seeking low / no calorie options to lead a healthier life style. Hence to address the myths attached with the usage of Sugar Free as part of one’s daily culinary needs made us conceptualize ‘The Sweet Break Up’. This web series demonstrates in an authentic way that you can indulge into your favourite dessert guilt-free without compromising on the taste. The 5- city trail as part of the campaign only reaffirmed that any sweet recreated with Sugar Free tastes the same when made with sugar. I believe this was the first time a dessert truck was going around India and hence there was a lot of excitement amongst people wanting to know what’s cooking !”
Pooja Verma, Head – Content, Entertainment and Sports Partnerships at Maxus said, “Maxus believes that changing traditional behaviour among consumers with content, needs a compelling strategy which is driven by insights and fused with creative thought. Showcasing Sugar Free as more than just a sugar substitute via ‘The Sweet Break-Up’ campaign is a prime example of our focus. Sweets have a strong relationship with celebrations in our country. With that insight in mind, we brought our campaign together on the message that enjoying sweets while breaking up with unhealthy calories is a win-win outcome for every foodie. The creative vehicle to deliver that message is our one-of-a-kind series where Chef Kunal Kapur joins famous foodie-duo Rocky & Mayur, in recreating delicious Indian sweets with Sugar Free. Through this content solution, the brand stands to generate extensive and meaningful conversations with viewers who love their sweets.”
This campaign marks the culinary journey of Sugar Free across 5 cities Delhi, Lucknow, Kolkata, Bengaluru and Mumbai, where celebrity chef Kunal Kapur reconstructed 5 different speciality desserts by using Sugar Free products. The brand also had on board the famous foodie duo Rocky and Mayur whose fun banter added to the entertainment element in the web-series.
While the brand has a strong linkage with table top consumption and pellets as a format, the culinary consumption for powder formats is a gap that needs to be bridged. ‘The Sweet Breakup’ campaign is that step forward by Sugar Free to make consumers aware of the format, its usage and the fact that the taste of the dessert stays as good. What more? One can indulge in sweets now without having to feel guilty.