Bollywood, rebirth - Cult.fit's new campaign takes a filmy route to fitness

Cult.fit, India’s largest health and fitness platform, is back with their ad campaign - ‘Fitness is not an option’ which will see two new ad films released in the second week of December. Following the huge success and positive audience reception of the first leg of this campaign launched in August this year, this time too the company has taken the route of combining humour with pop culture.

 Set in the context of popular Bollywood films ‘Om Shanti Om’ and ‘Karan Arjun’, the new ads released by Cult.fit encapsulate its core message that fitness is a necessity and should be made a top priority by people across all ages and fitness levels. Through humour, the ad films will showcase an alternate storyline where the protagonist of the films will be escaping rebirth thanks to better fitness levels compared to the original characters. By creating humorous spoofs of iconic scenes from these movies, Cult.fit aims to land its key message in a manner that is relatable and highly entertaining.

The 1^st TVC in the second leg of the ‘Fitness is not an option’ campaign – Karan Arjun, is live on social media currently and the second TVC is scheduled to drop in the next few days. Both TVCs will be live on TV and YouTube from 18^th Dec. It will also be aired during the India vs South Africa cricket test matches. Both the ad films are conceptualised and written by Anuya Jakatdar and Girish Narayandass.

Cult.fit will be further amplifying the campaign by collaborating with top influencers and content creators to promote its message across social media platforms.

Commenting on the new ad film launches, Prachita Pujari, Brand Marketing Head, cult.fit, said: “We are excited to bring our campaign back in a new avatar. Our last two films released in August earlier this year were immensely well-received and validated our strategy behind mixing humour with popular culture to create an impact. This is a new direction and a fresh take in marketing communications within the fitness industry and we are happy that it was met with huge audience appreciation. With these new films, we look forward to reinforcing our message once again and encouraging more people to join us in becoming more proactive about their health and well-being.”