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Purvita Chatterjee

Mumbai , Oct. 15

SHOWDIFF Worldwide, the recently-launched talent and event management company floated by Rediffusion DY&R and Ravi Shastri, has roped in actress Raveena Tandon and cricket commentator Harsha Bhogle, as brand ambassadors for Zydus Cadila's Sugar Free brand of artificial sweeteners.

Mr Jaiveer Singh Panwar, Vice-President, Marketing, Showdiff Worldwide, told Business Line, "The endorsement deal for Raveen Tandon and Harsha Bhogle is for a period of one year for the Sugar Free brand." The Sugar Free advertising account already belongs to Rediffusion DY&R, having moved from Mudra Ahmedabad in the recent past.

Adds Mr Panwar, "It just happens that Sugar Free is a Rediffusion DY&R account. We can work with anybody and everybody apart from the existing accounts with Rediffusion as well." While Raveena Tandon and Harsha Bhogle will be exclusive brand ambassadors for the Sugar Free brand, they will be free to endorse brands in other categories. As Mr Panwar says, "If need be, they could be used for other endorsements as well."

A new commercial featuring the brand ambassadors has already been shot by the agency and is due for release. Elaborating on the about-to-be released commercial for Sugar Free, Mr Deb Sen, Senior Vice-President, Rediffusion DY&R, said: "We have taken the fitness and low calorie platform for Sugar Free. An attempt has been made to break away from the skewed perception of Sugar Free being a brand meant for diabetics."

Through its new campaign for Sugar Free, the agency wants to drive home the fact that you do not necessarily have to be a diabetic to consume the product.

In the recent past, Showdiff Worldwide has also entered into an endorsement sponsorship deal with the Bombay Cricket Association with corporates such as NECC (National Egg Coordination Council) and Venky's with which it has a two-year contract. It has also arranged an endorsement deal with Sachin Tendulkar for Airtel's SIM card recently.

On the anvil is yet another deal with a film star, which will be unveiled very soon, according to the company.

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