SugarFree launches 'Donate Your Calorie' campaign with Akshay Kumar

Bollywood Superstar Akshay Kumar, celebrity Master Chef Sanjeev Kapoor, Ganesh Nayak, ED and COO, Zydus Cadila and Elkana Ezekiel, MD, Zydus Wellness Ltd. unveiled the campaign at a mega launch event. 

 

Speaking at the launch, Ganesh Nayak, ED and COO, Zydus Cadila, said, “The idea of this cause campaign stemmed from the insight that while a large proportion of India had excess calorie consumption leading to a state of unhealthiness or weight gain, an even larger proportion of India did not have a nutritious meal every day. There was thus a state of calorie imbalance. In partnership with Akshaya Patra, we designed this campaign around Sugar Free to create a calorie balance by donating the calories saved by Sugar Free consumers to undernourished children, through the mid- day meal program which targets school children.”

 

The Donate Your Calories kicked off in Mumbai and will be followed nationwide in terms of promotion and on- ground activation. 

 

The campaign works on the tenet that every time a consumer uses Sugar Free, he or she saves unwanted calories from sugar. 

 

Through this campaign, the Sugar Free brand shall donate these “saved” calories to Akshaya Patra, who in turn would help support and nourish school children by serving these calories as hot, nutritious meals. 

 

Every pack of Sugar Free will carry the campaign message and there will also be a multi-media campaign which will help spread the message across a wide consumer base.

 

Commenting on Bollywood superstar Akshay Kumar’s pledge to donate the calories and association with the brand, Elkana Ezekiel, MD, Zydus Wellness said, “Sugar Free is targeted at the calorie- conscious consumer who is concerned about his or her health and the amount of calories he or she consumes every day. Akshay is the perfect fit for the ‘Donate Your Calorie’ campaign as he is not only an embodiment of health & fitness but is also known for his generosity and charity towards the underprivileged in our society. Similarly, our association with Master Chef Sanjeev Kapoor has helped us create healthy and nutritious recipes for Sugar Free, which have gone a long way in promoting its culinary versatility. ”