Cult. fit, India’s leading health and fitness website, is bringing back their ad campaign, ‘Fitness is not an option,’ with two new commercials set to debut in the second week of December.
Cult. fit has become a household name in the fitness industry over the last few years. Under the cult banner, it now offers several services like group workouts, online fitness classes, gym, and equipment-based workouts, swimming, and sports, among other things.
Following the enormous success and good audience response of the first phase of this campaign, which debuted in August of this year, the brand has chosen to combine humor and pop culture once again.
Fit advertising is set against the backdrop of popular Bollywood films such as ‘Om Shanti Om’ and ‘Karan Arjun,’ reflecting the company’s notion that robustness is a necessity that should be valued by people of all ages and fitness levels.
The commercial films will use comedy to portray an alternate plot in which the protagonist of the film will be able to avoid rebirth due to greater fitness levels than the original protagonists. Cult. fit wants to deliver its essential message in an accessible and exceptionally enjoyable manner by crafting comedic spoofs of iconic scenes from these films.
The first TVC in the second phase of the ‘Fitness is not a choice’ campaign – Karan Arjun – is presently available on social media, and the second TVC will be released in the coming days.
From the 18th of December, both TVCs will be broadcast on television and YouTube. It will also be shown during the cricket test matches between India and South Africa. Anuya Jakatdar and Girish Narayandass conceptualized and wrote both ad films.
Cult. fit will enhance the campaign by teaming up with leading influencers and content creators to spread the word across social media platforms.
“We are pleased to bring our campaign back in a new incarnation,” Prachita Pujari, Brand Marketing Head, cult. fit said of the new ad film debut.
Our most recent two films, which were released in August of this year, were extremely well received, confirming our strategy of combining humor with popular culture to make an effect. It is a new path and a different approach to marketing communications in the fitness business, and we’re glad it was well-received.
We hope that by releasing these new films, we will be able to reinforce our message and encourage more people to join us in taking control of their health and well-being.
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