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Fitness firm cure.fit launches first campaign in India, via Happy mcgarrybowen

Indian health and fitness company cure.fit has launched its first ever brand campaign, through the Dentsu agency Happy mcgarrybowen.

Titled ‘#ForTheLoveOfFit’, the campaign focuses on encouraging healthy eating, exercise for a healthy body and mental wellbeing achieved through meditation. It will run across digital assets in India as well as out-of-home, print and in cinemas.

A spokesperson for the agency said: “The film employs a clever wordplay device to show the various aspects of getting and staying fit through physical exercises, meditation and healthy food – all of which are available on the cure.fit app.

“Some of the most popular poster-people of fitness like Tiger Shroff, Milind Soman and a few others also feature in quick cameos throughout the film.”

Nagori applauded the agency’s ‘commendable job’ on the campaign

Co-founder of cure.fit Ankit Nagori added: “What we want to communicate with the video is simple – you bring the passion and commitment for your wellbeing, 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.”

Meanwhile, Happy mcgarrybowen co-founder and chief executive officer Kartik Iyer backed the campaign’s multi-layered approach that was said to be aligned with the brand purpose of cure.fit.

“ 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,” he said.

‘Fitness and it always doesn’t have to be hard, painful and serious,’ says Iyer

“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.”

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