Sugar Free - Cha Choluk, Chini Noy

Created during my tenure at ABP One, Cha Choluk, Chini Noy was an integrated awareness campaign for Sugar Free Natura. The central idea reframed sugar as an avoidable health risk, while reassuring Bengalis that giving it up didn’t mean giving up their beloved cha. The campaign worked through one of Bengal’s most familiar social spaces: the neighborhood tea stall. Sugar Free samples were distributed across leading tea stalls in Kolkata and other parts of Bengal, letting customers try sweetened tea without conventional sugar. This direct interaction turned product sampling into an everyday conversation around healthier choices.
Nutritionist Hena Nafis supported the awareness initiative through print content that addressed common concerns and misconceptions surrounding sugar substitutes. The campaign extended across print, digital media, and on-ground activations, combining credible health communication with accessible Bengali cultural references. I worked on the campaign’s print design, translating the central idea into clear, engaging communication while maintaining strong visibility for Sugar Free Natura.
The campaign reached millions of consumers, generated substantial public engagement, and received several industry accolades. It also contributed to a significant rise in sales—the brand’s highest growth in seven quarters—demonstrating how culturally grounded communication could influence both awareness and purchase behavior.