Health & fitness brand cure.fit launched its first-ever brand campaign in India, called #ForTheLoveOfFit, which aims to position the company as a holistic, way of life fitness brand with three verticals – cult.fit, eat.fit and mind.fit.
Cure.fit, which describes itself as a destination that empowers well-being across both the physical and mental fitness spaces, partnered with agency Happy mcgarrybowen Indian on the marketing initiative.
The digital-led, multi-platform campaign is spearheaded by a hero video which features comic, clever wordplay to showcase the different aspects of getting and staying fit via physical exercises, meditation and healthy food – which are all available through the cure.fit app.
The video, which features a team of popular fitness celebrities such as Tiger Shroff and Milind Soman, debuted on the brand’s YouTube channel on 30 August
and is also amplified across its other social spaces – including Twitter
When fitness becomes a way of life.
When every day, you’re only better than yesterday.You are in it #ForTheLoveOfFit.
And so are we.
This is us. It’s what we do. pic.twitter.com/flDN5Ba8bT— cure.fit (@BeCureFit) August 31, 2018
and Facebook.
In addition to the lead film, the campaign runs across cinema, print and OOH and all content is tied together with the campaign’s #ForTheLoveOfFit hashtag.
“Wellness requires personal commitment, but the busy individual of today needs easy access to the avenues for getting fit,” commented cure.fit co-founder Ankit Nagori.
“What we want to communicate with the video is simple – you bring the passion and commitment for your well-being, Cure.fit makes it convenient for you to achieve your health goals through our holistic health solutions. Happy mcgarrybowen has done a commendable job of helping us reach our core audience.”
“cure.fit has started a revolution in fitness space from the day they set out, nearly 2 years ago. With a unique offering that covers physical, mental and dietary fitness, it’s a wholesome look at healthy living; unlike any other in the wellness ecosystem,” added Happy mcgarrybowen CEO Kartik Iyer.
“There is more than one dimension to fitness, and it always doesn’t have to be hard, painful and serious. cure.fit breaks that barrier and invites people to get their share in the way most comfortable to them. The film aims to represent the entire gamut of offerings from the cure.fit app, also trying to get people to think of fitness in a more fun and accessible way.”
Comment:
It is the combination of mind and body that ensures both the brand and the campaign messaging stands out amidst the fitness landscape.
This campaign is neither directly confrontational and in-your-face like Gymbox’s ’50 Shades Of Fit’ campaign in the UK (see case study), nor emotionally serious like Headspace’s current campaign in Australia (see case study).
Links:
cure.fit
https://www.facebook.com/BeCureFit/
https://www.instagram.com/becurefit/
https://www.youtube.com/channel/UCSE72IaHOL-1Tv-m3JHE4Cg
Happy mcgarrybowen
