MUMBAI: Bollywood actor Akshay Kumar is the latest celebrity roped in to endorse Sugar Free, in a new high-energy campaign. With this, Sugar Free seeks to make a huge impact amongst the fitness-conscious, convincing them to take the first step to a healthier lifestyle.

Zydus Wellness MD Elkana Ezeikel said, "Akshay is known for his fitness and for leading an active and disciplined life. We see him as a perfect fit as brand ambassador for Sugar Free, which helps you cut down on those unwanted calories, thereby helping you keep light, fit and active."

Sugar Free offers sugar substitutes for a variety of usage occasions through its portfolio of sub brands - Sugar Free Gold, Sugar Free Natura, and Sugar Free Herbvia which come in pellets, sachets, liquid and powder formats.

Building on the new brand positioning for Sugar Free, ‘Live Life Kuch Zyaada‘, Akshay Kumar will be leveraged in a highly visible multi media campaign across India. Sugar Free is a flagship product of Zydus Wellness Ltd, which markets other well-known brands - Everyuth, Nutralite and ActiLife.