Ahmedabad, Jul 31 (UNI) Pharma major Cadila Healthcare Ltd, a leading pharmaceutical company, today announced the appointment of Bollywood actress Bipasha Basu as its brand ambassador for its brand 'Sugar Free Gold', a leading brand of sugar substitute in India.
About the association, Bipasha said ''Fitness is about 50 per cent diet and 50 per cent exercise. Sugar constitutes for the extra calories in our diet, which has no nutritive value except for just empty calories. Hence, when it comes to endorsing Sugar Free Gold -- a sugar substitute, it comes very naturally to me as I myself use the product.'' Cadila Healthcare Ltd's Senior Vice President (Consumer Division) Anand Deo said ''To enhance the growth in the category and given the health and fitness consciousness wave amongst the consumers, we wanted to associate with someone who is a fitness icon in our target segment.'' He said ''There has to be synergy between the celebrity and the brand for both to benefit. Sugar Free Gold stands for day to day fitness and celebrity Bipasha Basu is herself fitness personified and hence the association.'' Under the agreement, Bipasha will feature across all Sugar Free Gold communications, including advertisements on TV, outdoor, print, Radio and other media.
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