MAM
Sugar Free, Katrina Kaif come together to unveil ‘Fitness Ka Pehla Kadam’
Mumbai: Homegrown low-calorie sweetener brand owned by Zydus Wellness Ltd, Sugar Free marked the launch of its campaign ‘Fitness ka Pehla Kadam’, featuring leading Bollywood actress, Katrina Kaif. With the intent to inspire its audience to consider healthier alternatives to sugar as a lifestyle change, the TVC drives a larger focus and awareness on the brand’s Stevia range named Sugar Free Green.
As a part of this association, Katrina Kaif will be the face of the parent brand Sugar Free and its extensions – Sugar Free D’lite chocolates, said the company. The TVC will go live in seven Indian languages and the campaign will see manifestations in print and on digital and social media platforms, it added.
Conceptualised by Wunderman Thompson, the campaign revolves around the actor, who in a playful interaction nudges the consumers to start their fitness journey by switching to Sugarfree from sugar, thereby taking their ‘Fitness Ka Pehla Kadam’.
“Over the last year, we’ve seen an uptick in our low-calorie sweetener portfolio as more consumers graduate towards holistic lifestyle changes, opting for healthier alternatives in their daily diets. With Sugar Free Green we have only taken this proposition further by providing our consumers with an added advantage of Stevia- a natural sweetener,” said Zydus Wellness, chief operating officer & director, Tarun Arora. “Bringing Katrina Kaif on board as SugarFree’s new brand ambassador is a step toward accelerating this growth and strengthening our position as the market leader.”
Katrina Kaif said, “As a fitness enthusiast I know how important discipline is; especially when it comes to what you eat. I’m happy to announce my association with Sugar Free, a brand that has been at the forefront of making it easier for all of us to be able to start a fitness regime by cutting out the empty calories from sugar. There is a natural synergy in the way we see fitness and getting healthier as an organic lifestyle movement allowing you to make the choices that are right for each individual.”
Speaking about the TVC, Wunderman Thompson’s senior VP & executive business director, Samarth Shrivastava stated, “The present behaviour of the consumer is such that they plan a lot of small initiatives but find it difficult to execute all plans. This is where Sugar Free steps in, it’s the first easy step towards fitness, it’s an ally for the consumer towards their fitness goals. And that’s what is brought out beautifully through the film.”
MAM
Joy Personal Care rolls out Ubtan Face Wash TVC with Shah Rukh Khan
New film pairs star power with simple skincare pitch for summer glow
MUMBAI: Joy Personal Care has unveiled a new television commercial for its Ubtan Face Wash, bringing together Shah Rukh Khan and Sanya Malhotra in a light-hearted campaign aimed at simplifying everyday skincare choices.
The film, which marks the product’s television debut, is set in a retail environment where Malhotra is seen navigating a shelf full of options before Khan steps in with his trademark charm to offer a fuss-free solution. The narrative leans on humour and relatability, turning a routine purchase into a playful exchange.
At its core, the campaign promotes the brand’s ubtan-based formulation, which blends traditional ingredients such as turmeric, saffron and sandalwood to address common summer concerns like tanning and dullness. The messaging keeps things simple, positioning the product as an easy addition to daily routines rather than a complicated skincare step.
RSH Global co-founder and chairman Sunil Agarwal said, “As summer sets in and exposure to sun and heat intensifies, skincare concerns like tan and dullness become more pronounced. Consumers today are looking for solutions that deliver visible results while remaining easy to incorporate into daily routines.”
Echoing the consumer-first approach, RSH Global chief marketing officer Poulomi Roy said, “Through this campaign, we have brought that insight to life in a simple and engaging way, showing how Joy Ubtan Face Wash makes traditional skincare easy and effective. Shah Rukh Khan and Sanya Malhotra add relatability and charm, helping the product connect more strongly with audiences.”
Sharing his experience, Shah Rukh Khan said the campaign stood out for its simplicity and everyday appeal, while Sanya Malhotra highlighted the natural chemistry and playful tone of the shoot.
The campaign will be amplified across television, digital and social platforms, signalling a wider push as the brand looks to strengthen its position in the competitive face wash segment.
Part of RSH Global, Joy Personal Care continues to build visibility through celebrity-led campaigns and sports partnerships, including associations with Kolkata Knight Riders, Delhi Capitals and Gujarat Giants.
With familiar faces, a breezy storyline and a focus on everyday concerns, the latest campaign keeps things straightforward. In a crowded skincare aisle, sometimes the easiest answer is also the most effective one.
