cure.fit

#ForTheLoveOfFit

Background

Cure.fit was founded in 2016 with an aim to become a one-stop fitness destination that every individual could do according to their comfort. They expanded from physical fitness to yoga and meditation and later on to food as well. For a long time they did their communication through BTL activities and Digital campaigns for their individual offerings. Hence they decided to do their first-ever film – which talked about how it is a holistic brand with all health and fitness needs.

Challenge

The challenge was to make people aware of cure.fitas a holistic fitness brand with its three verticals – cult.fit, mind.fitand eat.fit, which caters to the mental, physical and dietary fitness correspondingly.

People knew about the verticals individually, but weren’t aware of how they are a part of the mother-brand cure.fit’sofferings.

Solution

We figured that before we can talk about the brand and its offerings, it was necessary to present fitness in a new way. Devoid of the dark grungy drudgery that is usually associated with it. Bringing back the love. Making fitness look fun, approachable, and above all, a genuine lifestyle choice. From that was born the campaign 'For the love of fit.'

Through a semi-rap track, we addressed a lot of myths, misconceptions and pain points, urging viewers to reconsider their notions of being fit. Coupled with vivid, bright visuals, a groovy score, and celeb cameos, it made for an engaging, thought provoking, and ultimately very popular (and effective) campaign.