Latest news with #SugarFreeD'lite
India Today
4 days ago
- Entertainment
- India Today
Why Gen Z is choosing guilt-free laughs over sugar this Rakhi
In a festive season marked by sweets, emotion, and togetherness, brands are increasingly embracing modern storytelling that mirrors changing consumer behaviours. As more people become mindful of what they consume—both online and on their plates-festive campaigns are being reimagined through lenses of humour, wellness, and cultural year, a digital campaign by Sugar Free D'lite explores this shift through a witty take on sibling dynamics, supported by creators who connect easily with today's audiences. The campaign blends emotional cues with wellness-conscious messaging, positioning itself within a larger conversation around celebration without SHIFT TOWARDS MINDFUL GIFTINGRecent years have seen a marked transition in how people choose festive gifts. With rising awareness around sugar consumption, especially during festival weeks, there's a growing demand for alternatives that are both thoughtful and health-aware. This has created space for offerings that move beyond traditional sweets but still retain the emotional value of gifting. Whether it's for a sibling following a specific diet or someone embracing a more mindful lifestyle, consumers are increasingly leaning into options that reflect intention as much as THAT CONNECTS ACROSS GENERATIONSThe campaign film—styled like a matrimonial ad gone off-script—uses humour as a tool to make space for cultural reflection. It moves beyond a simple brand story to highlight the quirks of sibling relationships: love, teasing, drama, and choosing creators like Mallika Dua and Chetan Goel-known for their satirical takes on everyday the campaign reflects how modern content is not just about visibility but relatability. It's a shift from direct product promotion to story-driven communication, where values and humour create longer-lasting THAT FEEL PERSONALAs Indian festivals continue to evolve, so do the rituals surrounding them. From sustainability-conscious decor to sugar-conscious desserts, families are looking for ways to celebrate that blend tradition with personal gifting is no longer seen as boring or clinical; it's being reimagined through design, storytelling, and cultural relevance. Campaigns like this indicate a broader move toward celebration that feels personal, intentional, and emotionally in tune with modern living.- Ends
Mint
03-08-2025
- Entertainment
- Mint
Ad review: Sugar Free D'lite's #CaloriesSeRaksha taps into sibling banter, but does the brand stick?
New Delhi: Festive weeks in India often come with a sugar overload, both in what's eaten and gifted. Hoping to ride the wave of health-conscious indulgence, Zydus Wellness has launched a limited-edition Rakhi gifting campaign for its Sugar Free D'lite range, featuring zero-added-sugar cookies and chocolates. The digital campaign, titled #CaloriesSeRaksha, stars Mallika Dua and Chetan Goel, two creators known for their comic takes on societal norms. The film revolves around Dua mock-pitching her brother to a prospective match, listing his 'green flags" while slyly roasting his expectations from arranged marriages. It's designed to be a light take on Rakhi and relationships. The narrative is topical and witty, leveraging two familiar creator voices to push a festive message. But while the performance is sharp, the brand role feels secondary. Dua's screen presence takes over, and Goel plays the straight man, almost fading into the setup. The product only shows up right at the end, in a typical 'here's the gift" moment. Zydus' broader strategy here is clear: talk health without sounding preachy. That means creators > celebrities; humour > emotional nostalgia; and short-form > long-format storytelling. In that sense, this campaign aligns with the digital-first codes of 2025 festive advertising. But does it do enough to build memorability? That's debatable. #CaloriesSeRaksha is a clever wordplay, the ad is watchable, and the theme is familiar. Yet, it doesn't push creative boundaries or offer a unique take on sibling gifting. Unlike some of the more evocative festive campaigns by legacy players like Cadbury or Tanishq, this one feels more functional. Still, in the scroll-first economy, relatability may be all it takes. The Rakhi packs are now live on Blinkit, Flipkart, and offline retail, giving Sugar Free D'lite a small but noticeable play in festive snacking.
