Parineeti Chopra roped in to endorse Sugar Free

Bollywood actress Parineeti Chopra, who has a sweet tooth, has been roped in as the brand ambassador for Sugar Free, a sugar substitute category product, in India.

Parineeti is part of a new TV commercial for Sugar Free's new brand campaign. 

"I am excited to be a part of this journey. I have always had a sweet tooth and can totally relate to how difficult it can be for someone to give up on sugar.... Making a healthy choice, consciously helps. Even during my weight loss transition, I fulfilled all my cravings just by opting for some smarter choices," Parineeti said in a statement.

Sugar Free has also taken a step forward to reinvent itself and position the brand as a healthy alternative to direct consumption of sugar. The brand's new tagline "Smartness Waali Sweetness" is aimed at attracting the audience to make a healthy choice of giving up sugar while continuing to retain sweetness.

"Our new campaign is all about making smarter choices. Today, consumers are inundated with a variety of options - be it foods, consumer goods or even health... The concept of 'Smartness Waali Sweetness' emphasises on the smarter choice - To give up sugar, not the sweetness," said Tarun Arora, COO, Zydus Wellness.

The new commercial which went on air on May 5 sees Parineeti playing the role of a young sister-in-law prodding her brother-in-law to make a smart choice by adding Sugar Free to his post-work out nimbu paani.

On why the "Ishaqzaade" actress was chosen for the campaign, Arora said: "Parineeti Chopra has been the talk of the town with her recent transformation from a bubbly girl-next-door persona to becoming the poster girl for fitness. She is the new youth icon to relate with when it comes to being fit; a true embodiment of the brand's philosophy of bringing in a fitter lifestyle."