Health and fitness platform Cult.fit is back with its ad campaign - ‘Fitness is not an option’, with two ad films to be released in the second week of December.
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Following the positive audience reception of the first leg of this campaign, launched in August this year, the company has again 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. By creating 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 first TVC in the second leg of the campaign – Karan Arjun- is live on social media currently and the second TVC is scheduled to release in the next few days. Both TVCs will be live on TV and YouTube from December 18. It will also be aired during the India vs South Africa cricket test matches. Both films were 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.
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.”