INDIA, 15th May 2025 – Sugar Free, India’s leading sweetener brand, has appointed Bollywood star Janhvi Kapoor as its new brand ambassador in a campaign conceptualized by global brand creative and digital transformation company, VML.
The “Fitness Ka Pehla Kadam” campaign comes at a pivotal moment in India’s sugar substitute market, which is seeing remarkable growth driven by increasing health consciousness among consumers. The campaign will be featured across television, digital platforms, and outdoor installations throughout the IPL season and beyond.
“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.”
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.”
The campaign leverages Kapoor’s genuine dedication to fitness and healthy living to connect with health-conscious consumers while maintaining Sugar Free’s premium positioning.
The full campaign will play out across YouTube, TV and Outdoor.
