TY  - BOOK
AU  - Vyas, Preeta H.
TI  - Sugar Free: Case
PY  - 2011///
CY  - India
PB  - Sage
KW  - Artificial Sweetener Market
KW  - Below-the-line
KW  - Brand Communication
KW  - Over-the-Counter Product
KW  - Healthcare
KW  - Case Study
N2  - The article focuses on the Sugar Free campaign launched by Zydus Cadila Ltd. to review the television commercial (TVC) campaign of the brand aired in August 2008. The Sugar Free was first established as an ethical drug by the company's Ethical Drug Division and was promoted for diabetic patients by doctors in 1988. It also mentions that Sugar Free Natura, a brand extension from Sucralose was introduced in 2004

UR  - https://journals.sagepub.com/doi/epdf/10.1177/0256090920110107
ER  -