Fittr, an online fitness and nutrition platform, has launched a new marketing campaign. Tinkesh Kaushik, the winner of Fittr’s Transformation Challenge 15 in the specially-abled category, appears in the video titled Become Who You Were Born To Be.
Fittr (formerly SQUATS Fitness) was founded in January 2016 and offers free access to diet and training tools, live fitness sessions with experts, Q&A with coaches, and connects users to a community of fitness experts and enthusiasts. With over 8.5 lakh members, the company claims to have been profitable since its inception, with a total revenue of USD 13 million.
Fittr is focusing on markets such as India, North America, Indonesia, and Singapore, according to Chouksey.
Tinkesh’s transformation is nothing short of miraculous. As a triple amputee, he has defied all odds to achieve his fitness goal and become a true inspiration to the Fittr community of 4.5 million people.
Fittr hopes to reach out to consumers with this communication and emphasise that fitness is a lifestyle that can also be an enjoyable and sustainable journey. Fittr is distinguished by its personalised approach, which considers each individual’s preferences and lifestyle rather than a ‘one-size-fits-all’ approach.
The pandemic made everyone realise how fragile one’s health can be, as well as the true value of staying fit. While going out had its risks, Fittr ensured that anyone who wanted to get in shape could do so from the comfort of their own homes. With the arrival of the new post-pandemic era, Fittr wishes to carry forward its vision of making 50 million people fit and to unlock the ‘fittr life,’ which awaits all who want to get fitter.
This latest video is consistent with the brand’s most recent TV commercial, Fitness Made Forever, which debuted earlier this month. Its goal is to raise awareness about the fact that anyone can begin their fitness journey immediately within a day, with FITTR providing tailor-made fitness experiences for everyone.
Tinkesh Kaushik appears in the video to inspire thousands of Indians who have given up on their fitness goals because they believe their disabilities will prevent them from achieving them. The film conveys that, while no one in the world is perfect, that does not mean that one should not try to be perfect; keep trying, keep moving forward, because your effort today will encourage someone tomorrow.
The campaign is currently running on more than 200 PVR screens in India, as well as Fittr’s digital platforms – YouTube, Facebook, and Instagram.
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