Mumbai: Sugar Free has roped in Bollywood actor Janhvi Kapoor as its new brand ambassador in a fresh campaign titled “Fitness Ka Pehla Kadam”, conceptualized by global creative powerhouse VML India.
Launched during the IPL season, the campaign aims to reinforce Sugar Free’s positioning as a guilt-free and health-forward alternative in an increasingly health-conscious India. The association marks a significant step for the brand as it continues to expand its appeal among younger audiences and fitness enthusiasts.
“As consumer preferences shift toward smarter and more balanced lifestyles, Sugar Free continues to evolve and bridge the gap between wellness and taste,” said Tarun Arora, CEO of Zydus Wellness. “This makes Kapoor a natural choice and we are excited to have her champion our brand’s purpose and legacy.”
The campaign leverages Kapoor’s relatable persona and dedication to fitness to inspire consumers to make healthier choices without compromising on indulgence. With a multi-platform rollout across television, digital, and outdoor media, the initiative aims to reach a wide demographic during one of the year’s biggest media windows — the IPL.
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.”
