Sugar Free launches a web series ‘The Sweet Breakup’ a first of its kind in the food space

by Shrutee K/DNS

Mumbai, August 2017: 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.

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. The journey started from Delhi where the chef created the famous Tewari Brother’s Gulaab Jamun followed by Lucknow where Ram Asrey’s famous Malai ki Gilori was made. The truck then headed East to Kolkata where he recreated Balaram Mullick’s Sandesh and then southward to Bangalore where he made a fusion dessert using G Pulla Reddy’s Dharwad Peda and created Dharwad Peda Tiramisu. The final leg of the web series was shot in Mumbai where Chef Kapur added a spin to made Ladu Samrat’s modak and created delicious chocolate modaks. All of these were created using Sugar Free. 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.

The Sweet Breakup will be unveiled on-air on youtube.com 18^th August

About Zydus Wellness Limited: Zydus Wellness Limited is the Consumer products company from the Zydus Group. Zydus group is a pharma major with flagship organization, Cadila Healthcare Limited, a leading pharmaceutical company with significant global presence apart from India. Zydus Wellness has been a pioneer in various categories it operates in. The company focuses on emerging segments and has its DNA of innovations with “Do good benefits” at the core of its business. Zydus Wellness commands leadership in the sugar substitute market, table spreads and the skin care segments. In the sugar substitute market, Sugar Free is a market leader with a market share of 94% and targets health and fitness seekers apart from diabetics.

Nutralite is a market leader in the Fat Spread category and appeals to consumers looking for healthier alternatives to normal butter. It is cholesterol free, does not contain any hydrogenated fats and is also trans-fat free. Everyuth is a pioneer in facial cleansing space in India. It enjoys leadership in the scrub and Peel off Mask segments and is amongst the top players in the overall facial cleansing category with strong “Naturals” equity Zydus Wellness Limited is listed on NSE and BSE and has manufacturing locations in Gujarat and Sikkim.

About Maxus:  Maxus is a marketing communications consultancy that helps marketers build profitable relationships between consumers and their brands. They combine the disciplines of communications planning and customer relationship marketing to deliver Relationship Media, a next generation model powered by creative media thinking and sophisticated, real-time customer data.

Their services include communications strategy, digital marketing, direct response media, social media, data analytics, media investment management, content & sports marketing, marketing ROI evaluation and CRM. Having a talent team of 2,500 people across 55 markets, they are part of GroupM, the world’s largest media investment management group that serves as the parent company for all of WPP’s media agencies.