Mumbai: Pharmaceutical company Cadila Healthcare has appointed Bipasha Basu as the brand ambassador for its Brand Sugar Free Gold.

Basu says, "Fitness is about 50 percent diet and 50 percent exercise. Sugar constitutes for the extra calories in our diet, which has no nutritive value except for just empty calories. Hence when it comes to endorsing Sugar Free Gold – a sugar substitute, it comes very naturally to me as I myself use the product."

Cadila Healthcare Consumer Division senior vice president Anand Deo said, "To enhance the growth in the category and given the health and fitness consciousness wave amongst the consumers, we wanted to associate with someone who is a fitness icon in our target segment."

"There has to be Synergy between the celebrity and the Brand for both to benefit. Sugar Free Gold stands for day to day fitness and celebrity Basu is herself fitness personified and hence the association," he added.

Under the agreement, Basu will feature across all Sugar Free Gold communication, including advertisement on TV, outdoor, print, radio and other media.