Britannia NutriChoice and Ranveer Singh join forces in new campaign #Feelthefit to promote wellness.
The campaign conceptualised by Lowe Lintas Bangalore aims to highlight the transformative power of even the smallest steps taken towards a good lifestyle.
The campaign seeks to shift the conversation from being only about the single end goal to focusing on the positive feeling every time one makes a good choice.
The campaign comprises two films that showcase Singh as an illusion, symbolising the ‘fit waali’ feeling that any individual experiences after making any good choice- like, picking NutriChoice as their choice of snack. The attitude that the TVC is trying to explore is that it only takes us a simple good choice to make us feel great about ourselves.
Amit Doshi, Chief Marketing Officer, Britannia Industries, said, "In the contemporary world today, fitness is a state of mind, which transcends the appearance of a person. With this in mind, we have launched the #FeelTheFit campaign to celebrate every big and small effort that a person takes towards this journey - be it going to the gym or eating right. The idea behind the campaign is to motivate consumers to opt for a good choice, no matter what the scale of that choice is."
Singh said, “I am incredibly excited to be a part of the Britannia NutriChoice family. Teaming up with a trendsetting and iconic brand like Britannia NutriChoice that empowers its consumers to get started on a journey towards better living, is a perfect fit to my beliefs. One can choose multiple paths to achieve fitness, and any choice that leads towards that goal is a good choice. Thrilled to be a part of #FeelTheFit campaign, which seeks to inspire consumers in making a good choice that makes them feel fit from within.”
Arpan Bhattacharyya, Executive Director and Head of Creative (Copy), Lowe Lintas, Bangalore, said, "Most ads about fitness focus on the end result. We wanted to focus on the beginning. Because be it the first meal of a complete diet or the first day of a workout regime – every fitness journey begins with a small choice. Making that small choice makes us feel better and fitter, instantly. That’s what we wanted to celebrate with this campaign. Because a fitness journey well begun is half the job done."
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