Janhvi Kapoor x Sugar-Free: A Sweet Deal for the Wellness Economy?

The sugar substitute market in India isn’t just growing it’s sprinting faster than a Virat Kohli single. And just in time for the IPL season, Sugar Free has pulled a marketing masterstroke by roping in Janhvi Kapoor as their newest brand ambassador.

With the rise of the "fit is the new rich" generation, Sugar Free isn’t just riding the wellness wave—they’re trying to lead it. Zydus Wellness CEO Tarun Arora highlighted how today’s health-conscious consumers seek balance, not blandness. And who better to be the face of that philosophy than Janhvi Kapoor? With her Pilates videos clocking views like T20 scores, Janhvi stands for both discipline and indulgence a vibe the brand clearly wants to own.

This campaign spans TV, digital, and outdoor especially dialed in during IPL, when eyeballs are glued and snacks are flowing. The idea is simple but smart: If you’re already binge-watching cricket, might as well feel better about your binge-eating too.

By aligning with Kapoor, Sugar Free isn’t just pitching to diabetics or diet nerds anymore. They’re tapping into the millennial and Gen Z psyche where lifestyle choices double as personal branding. Healthy is hot. Smart is sexy. And "sugar-free" is no longer sad—it’s aspirational.

VML India CEO Babita Baruah puts it perfectly: “Making healthy living both aspirational and accessible.” This isn’t a diet movement—it’s a dopamine-rich, influencer-coded revolution. The collab is also textbook Brand-Celebrity Fit theory in action: credibility (Janhvi’s fitness regime), relevance (IPL + health), and reach (her youth appeal).

In short? Sugar Free just made going clean cool. Again.