MUMBAI: Showdiff Worldwide, a joint venture between Rediffusion DYR and Ravi Shastri, has zeroed on actress Raveena Tandon and cricket commentator Harsha Bhogle as brand ambassadors for Zydus Cadila's brand of artificial sweetener - Sugar Free.

 
Rediffusion DY&R client servicing director Jeffrey Almeida said, "The TVC for the product is ready and will be on air a week from now." When asked about the premise of the ad, Almeida said, "The TVC has Harsha and Raveena meeting each other and they both realise that they have something in common - they both were calorie conscious."

According to Almeida, as of now the agency will not be floating any outdoor campaign for Sugar Free. "If and when the need is required for outdoor campaigning for the product, it will be done," he said. For the time being, TV commercials and radio ads have been made and will be on air in a week's time.

Talking about the target audience for Sugar Free, Almeida said, "We are increasing the baseline now. Earlier the perception was that Sugar Free was only for people who have diabetes and sugar problem. But now we are widening the view point and bringing home the fact that Sugar Free can be taken by anyone and everyone."

The endorsement deal for Tandon and Bhogle is for a period of one year for Sugar Free. Although Sugar Free has had ads prior to this, it is the first time that the brand has roped in known faces to endorse the product.