combines Humour and Pop culture in its latest campaign – Fitness is not an option

2 0 has kicked off its new marketing campaign across multiple platforms – ‘Fitness is not an option’.

With a clever mix of popular culture and humour, the brand aims to communicate that fitness should be on everybody’s radar. With the launch of this campaign, wants to inspire people to get started on or get back into their fitness journeys and make it a top priority.

The first TVC in the campaign has gone live on TV and OTT platforms during the ongoing India vs England test matches and will extend into the IPL season which is set to resume on 19th September. The second TVC in the campaign has been released now.

Top fitness influencers and content creators will be collaborating with to promote the message ‘Fitness is not an option’ across their social media accounts.

Commenting on the campaign launch, Naresh Krishnaswamy, Growth and Marketing Head,, said: “We are thrilled to be rolling out this campaign which redefines how fitness has been viewed till now. Our goal is to inspire people to think about fitness as a necessity. By leveraging humour and popular culture, which is a first in this industry, we want to land our message and have an impact. We are excited for everyone to see it and aim to motivate people to be proactive about getting fit.”

Watch the second TVC from the campaign below. The film recreates the famous ‘bull race’ scene from the movie ‘Zindagi Na Milegi Dobara’.

Interestingly, the first film in the campaign recreated the famous ‘train scene’ from the movie DDJL (Dilwale Dulhania Le Jayenge). However, the video has been taken down from YouTube for copyright violation.

Playing it safe while launching the second TVC, the brand has added a disclaimer to the video that says, “The production is only for promotional purposes and all characters herein are fictitious and similarity with any actual person, living or dead, is not intended and purely coincidental.”


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