India’s most well-known fitness platform Cult.fit, has launched its most extensive promotional push, ‘Fitness is not an option‘ across several platforms. The brand aspires to convey that fitness should be on everyone’s mind with a brilliant combination of Bollywood and humour. Films are parodies of iconic Bollywood sequences that show how the movies could have ended if the actors weren’t ‘fit’ as a part of the promotion.
One film (aforementioned) adds a plot to Zindagi Na Milegi Dobara (ZNMD), ‘The Bull race,’ and stars comedians Aadar Malik, Rahul Dua, and Rahul Subramanian. Another film recreates the epic ‘Train scene’ from Dilwale Dulhaniya Le Jaayenge, in which the female protagonist, who plays Simran in DDLJ, runs towards the hero to catch the train. However, she’s not in good enough shape to catch it.
Cult.fit hopes people will be inspired to start or resume their fitness pursuits and concentrate on them by launching this marketing campaign.
The first TVC in the campaign has gone live on TV and OTT frameworks in continuous India against England test matches and will extend into the IPL season, which will resume on September 19th. This is the most important of a series of advertising in this domain.
However, Cult.fit’s gleaming new ad, which gave a comedic twist to the epic moment in Shahrukh Khan and Kajol’s Dilwale Dulhania Le Jayenge, has been taken down from YouTube. Cult.fit also removed DDLJ-related business and statement banners from Instagram, Twitter, and Facebook. The commercial was launched after thorough research, according to the company. The Cult.fit spokesperson stated, “The production is only for promotional purposes. All characters herein are fictitious and similarity with an actual person, living or dead, is purely coincidental.”
Cult.fit is engaging with top health and fitness influencers and content creators to propagate the message that “fitness is not an option” across their social media channels.
Naresh Krishnaswamy, Growth and Marketing Head, Cult.fit, commented on the campaign launch, “We are thrilled to be rolling out this campaign which redefines how fitness has been viewed till now. Our goal is to inspire people to think about fitness as a necessity. By leveraging humour and popular culture, which is a first in this industry, we want to land our message and have an impact. We are excited for everyone to see it and aim to motivate people to be proactive about getting fit.”