SunBridge Consumers has teamed up with actor and entrepreneur Mira Kapoor for a new digital campaign promoting four of its brands – Frooney, LifeJoy, KidZola and AlphaKid – with a focus on ingredient awareness and informed food choices.
The campaign features Kapoor in relatable family settings, using everyday conversations to highlight the importance of understanding what goes into food and nutrition products. One of the films features a playful quiz with her child around Frooney, while others explore ingredients used in products such as ketchup, cooking oil and milk mixes.
Positioned around Kapoor’s experiences as a parent, the campaign encourages consumers to look beyond front-of-pack messaging and pay closer attention to ingredient labels when making choices for their families.
The campaign includes 10 digital-first films, spanning short-form videos, reels and social content. The films will be distributed across Instagram, Facebook, YouTube and the brands’ owned digital platforms.
Frooney is a fruit jam sweetened with honey, while LifeJoy tomato ketchup uses jaggery instead of refined sugar. KidZola is a cooking oil developed for children and features KidZorb technology, while AlphaKid is a nutraceutical milk mix made with natural ingredients.
Anuj Agarwal, founder and chairman, SunBridge Group, said the campaign aims to encourage parents to examine ingredient labels and make more informed everyday food choices.
Kapoor said her own experience as a mother has made everyday food decisions particularly important, adding that the collaboration reflects her interest in products built around transparent ingredients and mindful eating.
Through the campaign, SunBridge Consumers aims to combine celebrity-led storytelling with a larger conversation around ingredient transparency and conscious consumption.
