cult.fit - Fitness is not an option
Strategy | Idea | Script | Direction
cult.fit | Zindagi Na Milegi Dobara
cult.fit | Dilwale Dulhaniya Le Jayenge
cult.fit | Karan Arjun
cult.fit | Om Shanti Om
The Challenge
Cultfit is India’s largest health and fitness platform. Our task was to create cult.fit’s first brand campaign with the objective of motivating people to start working out.
The Campaign Idea
We conceptualised and created a clutter-breaking campaign that parodies iconic Bollywood scenes. In these films, the protagonist either wins or loses in a high-stakes situation based on their fitness levels. Each film ended with the message: Fitness is not an option.
The Results
A 22% jump in brand awareness, and a whopping 30% increase in app installs. And a few advertising awards, of course.
