Cult.fit helps Karan and Arjun escape

Cult.fit has rolled out the second leg of its campaign titled ‘Fitness is not an option’.

 

Conceptualised by Anuya Jakatdar and Girish Narayandass, the campaign aims to tell users the importance of staying fit and making it a top priority, irrespective of one’s age and fitness level. 

 

Set in the context of the popular Bollywood movie ‘Karan Arjun’, the film showcases a battlefield from the old times, where a mother is standing in the middle of her two sons - Karan and Arjun. The background features men sitting on horseback, ready to fight with swords in their hands. The enemy on the opposite is ready to claim victory and tells the mother that her death is written in his hands, this time. The mother then grins, takes a pause, and states that her sons will run for their lives. As soon as she says this, the two boys tear off their traditional outfits, under which they’re wearing apparel from Cult.fit. Their enemies try to chase them, but give up midway. The villain’s companion then tells him that they can try killing them in the next birth. 

 

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.”

 

The first TVC is live on social media and the second will be rolled out in a few days. Both the films will be aired on TV and on YouTube. The brand will also collaborate with influencers and content creators to promote the campaign.