Cohort-based DVC series for Sugarfree Green
- 17 hours ago
- 1 min read
The stevia-based alternative to India’s favourite alternative sweetener brand needed something their Katrina Kaif campaign didn’t do for them: speak sharply to their varied cohorts in a fun and unique way.
I kicked off with one simple insight: how does one get rid of a lifelong association with sugar? It could feel like a breakup, maybe? Not a happy one, but definitely a necessary conclusion to what is essentially a toxic relationship!
I crafted, pitched, and partnered with a production house to execute three sharp films that fit within budgets and client expectations, featuring various cohorts and their unique reasons for breaking up with sugar. The resulting assets performed far better than their previous outing (sorry, Katrina) and tangibly created salience for the brand.
