Sugar Free D’lite has launched a new Valentine’s Day campaign titled ‘D’lite Chocolate Boy’, marking a shift in how the brand presents itself within the chocolate category.
The campaign features Shaheer Sheikh, Aditya Seal, and Mohak Narang, and places women at the centre of the narrative, portraying them as active decision-makers in moments of indulgence. It reflects a move by the brand away from a focus on functional benefits towards a positioning built around emotional engagement and guilt-free chocolate consumption.
According to the company, the campaign draws on established associations between chocolate and sensory experience, while framing indulgence as a conscious choice. The brand said this approach aligns with changing consumer behaviour, citing industry data that shows female chocolate consumption growing at 6.4% year-on-year, compared with 3.1% growth among male consumers.
Tarun Arora, CEO, Zydus Wellness, said “Sugar Free D’lite has always been rooted in mindful indulgence. With ‘D’lite Chocolate Boy,’ we are aligning the brand with how contemporary consumers engage with the category today. The campaign also represents a natural evolution of our strategy of moving beyond a purely functional proposition to a more emotive, culturally resonant positioning that reinforces Sugar Free D’lite’s relevance in the fast-evolving wellness landscape. By carefully calibrating indulgence with mindful choice, we aim to deepen our emotional connection with consumers, reinforce our leadership in sugar-free offerings, and contribute meaningfully to the growth and premiumisation of the better-for-you category.”
By thoughtfully balancing indulgence with mindful choice, we aim to deepen our emotional connect with consumers while strengthening our leadership in sugar-free chocolates, all while keeping chocolate firmly at the heart of the experience.
The campaign uses Valentine’s Day as a platform to present sensuality as a form of self-expression and enjoyment rather than spectacle, differentiating the brand within seasonal marketing activity.
Sugar Free D’lite expanded its portfolio in 2025 with the launch of no added sugar cookies. The company said the campaign signals further marketing and product initiatives aimed at positioning the brand as a lifestyle-focused offering within the Zydus Wellness portfolio.
