Chef Sanjeev Kapoor is now promoting Sugar Free Natura Diet Sugar for a television commercial.

The Sugar Free Natura Diet Sugar is a new variant by Sugar Free Natura, which is in the form of crystalline powder and can be used in everyday food.

The TV commercial, created by Rediffusion Y&R, is rives a point home using humour. A slightly plump man and his son are waiting for breakfast to be served. When the dish comes to the table, there is a bowl full of gajar ka halwa, which the father pounces on. 

Next comes the lunch break in office. The same gentleman man is thrilled to see laddoos in his lunch box and begins singing to himself. He is next seen eating brownies for dessert.

The shot moves to the kitchen where Chef Sanjeev Kapoor, who is the brand ambassador, explains to the man's wife that the new Natura Diet Sugar can be used just like ordinary sugar, but without all the undsirable calories.

"The idea is to equate Natura Diet Sugar in some ways with ordinary sugar," says Ramanuj Shastry, national creative director, Rediffusion Y&R.

Unlike the pills (Sugar Free Natura), Natura Diet Sugar is in crystalline form and can be used in the same quantity as ordinary sugar.

Ganesh Nayak, executive Director, Cadila Healthcare, says, "The idea is to project the product as a 'choose to use', rather than a 'need to use' product.

Hence, instead of showing an overweight husband, we've used a concerned wife with a plump husband who enjoys the happier side of life with sweets."