“Looking at the health- and fitness-consciousness wave among consumers, we wanted to associate with someone who is a fitness icon. There has to be a synergy between the celebrity and the brand, and Bipasha Basu is a fitness-conscious celebrity, so our association with her makes sense.”
Under the agreement, Basu will feature in all Sugar Free Gold’s communications including TV, print and radio advertisements.
According to the company’s estimates, the overall market size of the sugar-substitute category is around Rs 70 crore, and Sugar Free is the leader with about 80 per cent of the market share.
– Mumbai Bureau