Popular film actor Akshay Kumar has been roped in to endorse Sugar Free, the sugar substitute brand from Zydus Wellness.
Sugar Free offers a range of sugar substitutes for a variety of usage occasions through its portfolio of sub brands -- Sugar Free Gold, Sugar Free Natura, and Sugar Free Herbvia which come in pellets, sachets, liquid and powder formats.
"With a 92% market share, it is India's No. 1 Low Calorie sweetener," a company statement claimed.
Building on the new brand positioning for Sugar Free, 'Live Life Kuch Zyaada', Akshay Kumar will be leveraged in a highly visible multi media campaign across India.
Sugar Free is a flagship product of Zydus Wellness Ltd, which markets other brands like Everyuth, Nutralite and ActiLife.
"Akshay is known for his fitness and for leading an active and disciplined life. We see him as a perfect fit as brand ambassador for Sugar Free, which helps you cut down on those unwanted calories, thereby helping you keep light, fit and active," Elkana Ezeikel, managing director, Zydus Wellness said.
With this, Sugar Free seeks to make a huge impact amongst the fitness-conscious, convincing them to take the first step to a healthier lifestyle, a company statement said.
