SugarFree: Donate Your Calories

This case study shows how SugarFree, a sugar substitute brand, helped to improve the nutrition of children across India using a calorie donation initiative, launched with a partner NGO.

SugarFree: Donate Your Calories

Campaign details

Brand owner: Zydus CadilacLead agency: Contract Advertising India Pvt. Ltd.Brand: SugarFreeCountry: IndiaIndustry Charities & voluntary organisationsMedia: Events & experiential, Internet - display, Online video, Packaging & design, Print - general, unspecified, Public relations, RadioBudget: Up to 500k

Executive summary

The Donate Your Calories campaign believed that whether calories are good or bad comes from the perspective of the consumer. The campaign helped enhance the nutrition of children across India by converting 'unwanted' calories into 'good' calorie laden hot meals for under...

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