TBWAIndia captures addictive spirit of fitness in new ad for Mi Band - HRX Edition

Exercise is truly democratic and for us, athletes could be the champion on the track or the man brisk walking down the beach. The new campaign for Mi Band - HRX Edition is about championing the extremes that athletes can go to push themselves the extra mile. Conceptualised by TBWAIndia, the campaign promotes the benefits of the Mi Band - HRX Edition by showing all athletes with a single vision. To succeed, to be stronger, to push through the pain. The visuals of the film capture that energy of training. 

‘Sweat Story’ is the story of a sweat bead, and the faces are a metaphor for a map of India, while the bead of sweat tracks a journey across this extraordinary nation. Each person is on their own mission, to get stronger, to test their limits, to reach their personal goals. They may be separated by deserts or mountains, confined by beaches or jungles. But their common goal knows no borders or boundaries. It is their very ambition as humans that brings them together. 

This journey reaches its peak with Hrithik Roshan as the final face, he is the embodiment of how anyone can push his limits to achieve any goal they set for themselves. He sets the pace for the unending loop that is pursuit of making yourself better. And that is the one thing the brand wanted to communicate – ‘Start what you can’t stop’. 

It is a clarion call from Mi Band - HRX Edition to all everyday athletes to get inspired and get on their journey. The first film has already been viewed over 2.7 million times on Facebook. 

Watch the film:

Commenting on the creative concept, Parixit Bhattacharya, Managing Partner – Creative, TBWAIndia, said, “Mi Band - HRX Edition is a fantastic partner for everyday athletes. It is a bookkeeper and cheerleader of healthy actions. We wanted a platform that would unpack a truth about fitness that has not been exposed yet. The feeling of a workout of any kind where you push yourself is unique and perhaps addictive. This is what we wanted to underline. The first story is about the journey of a single drop of sweat through the face of everyday athletes of the country pursuing various fitness regimes. The campaign begins at the turn of the year as the resolve to pursue fitness is the strongest around this time.” 

Elaborating on the campaign, the film’s director, Vicky Lawton, said, “Creating the ‘Start what you can’t Stop’ with Hrithik Roshan and Xiaomi was one of the most incredible projects. Working with visionary TBWAIndia, we have crafted something that demonstrates both the love for the people of India - and the passion for the sport you choose. Boot Polissh Films provided a dedicated service - and the support was tremendous. This film was a chance to showcase the power of what we can do as athletes if we push just that bit further.”  

Talking about the insight, Maryada Dhanuka, Offline Marketing Lead, Xiaomi India, said, “We worked on the insight that only if you knew how close you are to your goal will you be motivated to achieve it. Mi Band - HRX Edition does exactly the job of keeping you informed and tracking your physical activity to keep you motivated to achieve your fitness targets. Mi Band - HRX Edition is your partner in your journey of fitness and keeps you informed of your targets.” 

Xiaomi and HRX, the company founded by Hrithik Roshan and Exceed Entertainment in 2013, have co-launched Mi Band - HRX Edition, a new step in the fitness wearable category in India. Mi Band - HRX Edition is an adaptation of Xiaomi’s Mi Band 2 for their Indian Mi fans. Priced at Rs 1,299, Mi Band – HRX Edition is equipped with a power efficient OLED display and a low-energy Bluetooth 4.0 chip. Mi Band - HRX Edition is available on Myntra, Flipkart, Amazon, Mi.com, and Mi Home offline stores. 

Campaign Credits: 

Agency: TBWAIndia

Creative Team: Parixit Bhattacharya, Prachi Gupta, Chinmay Raut

Strategy Team: Subramanian Krishnan, Bhakti Malik

Account Management: Abhijit Dube, Shanmitha Basakhetre

Production: Hriday Dowerah

Production House: Boot Polissh Films

Producer: Ashit Ghelani

Director: Vicky Lawton

Music: Taufiq Qureshi and Hugo Goggin [Felt Music] &

Executive Producer: Menaka Nagarajan

Associate Producer: Unnati Agarwal

Line Producer: Arif Mir, Nishant Pandey

Camera

Dop: Antony Miller

Production Design

Production Designer: Aditya Kanwar

Hair & Makeup

Hair & Makeup Designer: Sarah Capella

Costume

Costume Stylist: DivyankD'souza

Post

Offline: Jamie O’donnell [Cut &Run ,London]

Grade:  Rushes [London]

Online: Sanjay Mali [Prime Focus]