SunBridge Consumers has teamed up with actor Mira Kapoor for a new campaign spanning four of its brands: Frooney, LifeJoy, KidZola and AlphaKid.
The campaign features Kapoor in a series of digital films built around everyday family situations. The films include conversations around reading food labels, choosing ingredients and making everyday food and nutrition choices for children.
Instead of positioning Kapoor as a traditional celebrity endorser, the campaign uses her perspective as a parent to explore how families evaluate the products they bring home. The films touch on questions around ingredients in products such as jam, ketchup, cooking oil and milk mixes.
The partnership brings together four products from SunBridge Consumers’ portfolio.
Frooney is a fruit jam sweetened with honey, while LifeJoy Tomato Ketchup is made with real tomatoes and jaggery. KidZola is a cooking oil positioned for children and uses KidZorb Technology, while AlphaKid is a milk mix formulated with natural ingredients and marketed around growth, immunity and cognitive development.
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Speaking on the collaboration, Anuj Agarwal, Founder & Chairman, SunBridge Group, said, “At SunBridge Consumers, we are focused on building brands around honest, transparent ingredients that families can trust. With Mira bringing the same instinct as a parent, this collaboration enables a real conversation with Indian mothers about what goes into everyday staples like jam, ketchup, cooking oil and milk mixes.”
He further added, “We also hope to encourage parents to look beyond the front of the pack, read labels carefully and make more informed, educated choices for their families.”
