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Sugar Free, a brand owned by Zydus Wellness, has recently appointed Lowe Lintas as its creative agency. The appointment was an outcome of a multi-agency pitch that saw participation from some of the leading agencies in the country. The scope entails building the brand's strategy and managing its creative duties.
The sugar-substitute market has seen a shift in consumption patterns as non-diabetics account for almost half the total sales today.
On the win, Anaheeta Goenka, President, Lowe Lintas, said: "Sugar Free is a great brand and we are really excited with the mandate. We look forward to this strategic and creative partnership to bring growth to the sugar-substitute category. Here’s to sweet beginnings."
The account will be handle by the Mumbai office of Lowe Lintas.