Katrina Kaif out, Janhvi Kapoor in: A surprising switch; everything you need to know

In a surprising move, Sugarfree, one of India’s leading sweetener brands, has dropped Katrina Kaif as its brand ambassador after a four-year-long association

 The brand has now announced Janhvi Kapoor as the new face of its latest campaign, signaling a strategic shift in its marketing approach.

According to industry sources, the decision to not renew Kaif’s contract was driven by a shift in consumer focus

 Sugarfree, which primarily targets a Gen Z and millennial audience, felt that Kaif, despite her strong star power, no longer aligned with the brand’s evolving identity

 Janhvi Kapoor, on the other hand, has emerged as a fresh, youthful face who resonates strongly with younger demographics

While neither Katrina Kaif nor the brand has officially commented on the transition, sources suggest that the move reflects Sugarfree’s repositioning strategy in a competitive marke

With Kapoor now stepping into the role, it will be interesting to see how Sugarfree leverages her youthful energy to connect with its audience.