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MUMBAI: Rediffusion Y&R has conceptulised the latest campaign for their Client Sugar Free with Brand Ambassador Bipasha Basu. The campaign ‘Step to Fitness‘ is to move people from being just ?Fitness Thinkers? to ?Fitness Doers?.
STEP TO FITNESS CAMPAIGN
Creative Agency - Rediffusion Y&R
Production House: 30 secs of Fame
Director: Uzer Khan
Location: Film City, Goregaon and Bandra
Brand and Creative strategy:
? Sugar Free being a leader in the category has a responsibility to grow the category. The biggest barrier for the category is that people think a lot about fitness but do nothing to implement it.
? The challenge for the Brand was to move people from being just ?Fitness Thinkers? to ?Fitness Doers?
? The starting point for the campaign is that people avoid taking up big commitments but if you break it into smaller chunks people will take it up. So if you want people to make a start it is important to give them small challenges which they can achieve.
Creative idea - Take your first step to fitness ?Use Stairs?
? The idea is powerful because it does not require any big commitments or particular fitness regime nor does it force people to change their lifestyle. People can easily make a beginning by taking stairs instead of using an elevator.
Agency Credits:
Creative: Minakshi Achan, Anisha Sarin, Vihar Patkar and Lokesh Padmashali
Account Management: Neville Medhora, Vimesh Shah and Gayatri Nair
Films: Alpa Jobalia, Kashif Memon and Brendon Benjamin
