Contract wins Sugar Free's creative mandate

Zydus Wellness Ltd, the consumer products arm of the Ahmedabad-headquartered Zydus Cadila pharma group, has awarded the creative mandate of its flagship sweetener brand Sugar Free to Contract Advertising. The account will be serviced out of Contract's Mumbai office.

[caption id="attachment_1229339" align="alignleft" width="380"] Contract's mandate will cover all of Sugar Free's sub-brands[/caption]

Contract's mandate will cover all of Sugar Free's sub-brands namely, Gold, Natura, Herbvia as well as Sugar Free D'lite- a low calorie beverage. The initial campaign will include a 360-degree presence around TV, Radio, Digital, Out Of Home and Print.

Contract will start working on the account from January 2014 onwards. The incumbent agency on the account is Rediffusion.

Commenting on the change, Zydus Wellness' Managing Director, Elkana Ezekiel, said "Contract's track record of being a strategic and creative partner to big consumer brands, coupled with the passion, strategic inputs and creativity exhibited during the pitch makes us believe that they are the right partner to help us take Sugar Free to the next level."

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"Sugar Free poses a tremendous opportunity as the category is nascent and holds much potential in an increasingly fitness savvy and well-being-conscious India. We will take advantage of our strong integrated offering to help Sugar Free make the most of this opportunity. This has been a good year, winning Star Plus, RNA, and now Sugar Free," said Ayesha Ghosh, Office Head, Contract, Mumbai, on the winning the business.