India’s leading platform for fitness, Cult.fit, kicked off its biggest marketing campaign across multiple platforms with the tagline, ‘Fitness is not an option’.
Indians have been notoriously known for their unhealthy eating habits, bad choices of diet, and lack of any kind of physical exercise. The land of Yoga seriously lacks its people to be conscious about their physical appearance, and the benefits of a good and healthy body. A mammoth surge in the spread of diseases and manifestation of defects that the Indians have started to face is a testimonial of their unhealthy lifestyle lacking any form of physical training.
‘ Fitness is not an option ‘ is exactly what it needs to be. More than being an option, it should be considered an act that everyone in the world should follow. It should be a routine just like any other. There should be no excuses, after all, it is not something that you do to appease somebody, but it is for individual benefits, a way to live our life with lesser health risks.
Cult.fit has put down a clever mix of TV and OTT campaigns with popular culture and humour, conveying that fitness should be on everyone’s radar. It wants to inspire people with the launch of the campaign. Cult.fit wants people to get back to their fitness routines or get started with their fitness journeys as an inspiration to make it a top priority.
The first Television commercial has gone live during the India vs England test matches and will get extended to the season of IPL, set to resume on 19th September. The second TVC campaign will follow in the weeks to come.
A collaboration with the top fitness influencers and content creators to promote the valuable message using their viral machines known as social media has started.
Growth and Marketing Head, Cult.fit, Naresh Krishnaswamy, commented on the campaign launch saying,“ This campaign will redefine how fitness has been viewed till now, and we are thrilled to make it happen. Our goal is to make people think that fitness is more of a necessity than a course. Leveraging pop culture and humour, we want to make an impact with our innovative message. We are very excited for everyone to see it and aim to motivate people to be more proactive about fitness goals.”
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