ITV

Tag: Sugar Free Green

  • Strong 11-brand sponsor lineup fuels Colors’ new weekend reality offering – Pati Patni Aur Panga

    Strong 11-brand sponsor lineup fuels Colors’ new weekend reality offering – Pati Patni Aur Panga

    MUMBAI: For over a decade, Colors has stood as a pioneer in homegrown non-fiction entertainment, consistently creating original formats that redefine family viewing in India. Building on this legacy of relatable, impactful storytelling, the channel is set to premiere its new weekend primetime reality format, Pati Patni Aur Panga, on Saturday, 2 August 2025. The excitement is already translating into strong advertiser confidence. With 11 sponsors across television and digital platforms, the show is one of the most commercially promising non-fiction launches of the year.

    Leading the sponsor lineup is Nivea Body Milk as the Presenting Sponsor, with Sugar Free Green, Rajdhani Besan, Cadbury Dairy Milk, Pour Homme and ENVY joining as Co-Powered Sponsors. Vikram Tea, Colgate, Catch, and Giva have come on board as Special Partners, while Zouk adds to the strong roster as the Associate Partner. This impressive sponsor response underscores the strong market momentum and brand confidence surrounding the show.

    “Colors is a non-fiction powerhouse, consistently delivering engaging home-grown non-fiction formats that strike a chord with viewers across the country.Our focus has always been on creating formats that bring families together and keep audiences engaged weekend after weekend. Pati Patni Aur Panga builds on this tradition with a unique blend of authenticity and entertainment. For brands, it offers family-inclusive weekend viewing, prime-time stickiness, and high-impact integrations across TV and digital.The perfect festive-season alignment, ensuring maximum recall and engagement with viewers across demographics,” said Mahesh Shetty, Head of Revenue, Entertainment, JioStar.

     

  • Sugar Free, Katrina Kaif come together to unveil ‘Fitness Ka Pehla Kadam’

    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.”