Bipasha to endorse Cadila’s sweetener

Cadila Healthcare Ltd has signed actress Bipasha Basu to promote its 'Sugar Free Gold' brand of low-calorie sugar substitute in India. Under the agreement, the actress will feature across all 'Sugar Free Gold' communication, including advertisement on TV, outdoor, print, radio and other media.
Anand Deo, senior vice-president, consumer division, Cadila Healthcare, said, "Initially, we have signed the actress for a one-year period. We may extend the contract depending on market response. We have also signed south Indian actress Simran to promote the brand in that region." The company has increased its advertising budget by around 20%, to close to about Rs 30 crore, for FY 2009 for 'EverYuth' and 'Sugar Free'. "We will be spending around Rs 7 crore during the current campaign of 45 days. The company has shot four television commercials, the first of which will be aired shortly," Deo added.
The sugar-substitute category is worth around Rs 70 crore, of which Sugar Free holds roughly 80%.
"Given the current trend of fitness and health consciousness, we decided to associate the product with a fitness icon to enhance growth," he said, adding "Sugar Free Gold stands for day-to-day fitness and Bipasha Basu is fitness personified; hence, the association."
Basu said that "fitness is about 50% diet and 50% exercise. Sugar has no nutritive value and just adds empty calories. Hence, endorsing Sugar Free Gold comes very naturally to me since I already use the product." With lifestyle diseases a major concern in urban India, it has become imperative to introduce healthy options.
In the new range of advertisements, the actress encourages people to complement their exercise regime with the use of Sugar Free Gold to keep the unwanted calories off, thus emphasising day-to-day fitness.