Gold, a sugar substitute by Cadila Healthcare, has got leading Hindi film actor Bipasha Basu to endorse the brand. Basu will be the brand ambassador for the West, East and North regions in India whereas Simran, a leading actor from the Tamil film industry, will endorse the brand in the South.
Anand Deo, senior vice-president, consumer division, Cadila Heathcare, says, "We have an 80 per cent market share in the low calorie sweeteners segment. We have captured the market and now we have to grow."
The brand is targeting young busy professionals who barely manage to exercise to stay fit. It did not want to target diabetics, who would eventually be the secondary consumers of the product. It wanted to explore the youth segment since they go well with the brand's motto of eating healthy and staying fit.
Deo adds, "We want to make people health conscious. Through this brand we are promoting the healthy concepts of eating right and exercising to burn off extra calories. Sugar Free Gold has far lower calories than sugar so it will be easier to burn it off."
The advertising campaign has already been rolled out. Rediffusion|DYR is the agency handling the creative duties while Starcom handles the media duties. Rediffusion|DYR has been handling the duties of the brand for five years. So why not get a new agency for a fresh perspective? Deo replies, "We believe in long term associations. Our market segment of low calorie sweeteners is very nice and the agency is doing a good job."
The advertising campaign budget is estimated to be around seven crore and it will be a complete 360 degree campaign including print, TV, outdoor, radio and other media.
Other brands endorsed by Basu are Kinetic SYM-Flyte, Reebok, Alcome Perfume and Popley Eternal Jewelry.