MAM
95% of india commits to atleast one fitness activity – Reveals reebok’s ‘fit india survey’
MUMBAI: India has witnessed a fitness revolution, with FitGenopting for healthier lifestyles by not just experimenting with their fitness regimes, but also keeping a close tab on their nutrition intake. With the objective of taking its philosophy ‘Fitness is Life’to Gen Z, Reebok India conducted the country’s first ever fitness survey– Fit India Survey in 2017 to reveal India’s fitness quotient.
This year, on the occasion of World Health Day, Reebok launched Fit India Survey 2.0 to trace India’s fitness journey over the past two years. And much to the disappointment of skeptics, numbers from the second edition of the survey prove that millennials are increasingly opting towards a healthier lifestyle, with 95% respondents indulging in atleastone fitness activity – running, jogging or walking.
Over 2200 men and women, between the age group of 18-35 years, were surveyed across the top 9 cities of India – Delhi-NCR, Mumbai, Bangalore, Kolkata, Pune, Hyderabad, Chennai, Ahmedabad and Chandigarh – as part of Fit India Survey 2.0 and among all Kolkata scores the highestFitScore(combination ofnumber of fitness activities participated in, frequency of working out & nutritional awareness) of 9.00.
While Kolkata is closely followed by Delhi-NCRwith a FitScore of 7.99, Puneon the other hand dropped from number one position in 2017 to the 8thon this year’s list with a lowFitScore of 5.73.
While Kolkata was recently in news for 5% of the city’s population being overweight, the survey shows that the younger generation in the city is much more conscious about adopting a healthier lifestyle and is making better fitness choices.61% respondents from the city preferunconventional fitness activities like CrossFit, Kick-boxing, MMA and Combat training as part of their fitness regime.
Discussing the Fit India Survey2.0 results,Mr. Sunil Gupta, Brand Director, Reebok India said, “We at Reebok know that through fitness, and through movement, people will benefit. It is exciting for us to see how India is working harder (and smarter) to increase its fitness quotient, and for us to be an integral part of that journey. We are committed to helping people become the best version of themselves, and findings from this year’s survey make us believe that we are headed in the right direction.”
Tapping the fitness pulse of Indians, the Fit India survey decodes interesting findings ranging from fitness activitiespursued, sources of fitness knowledge, impact of social media, purchasing habits, nutritional requirements, growing athleisure trendsand more.
Brands
Yes Madam taps Rajpal Yadav’s Chota Don nostalgia to power new digital campaign
Home salon platform ropes in Tanya Mittal as it bets on humour and pop culture to showcase trust and convenience
NOIDA: India’s fast-growing home salon platform Yes Madam is leaning on nostalgia and a dose of comic chaos to pitch its services. The brand has launched a new digital campaign starring Rajpal Yadav and influencer Tanya Mittal, reviving Yadav’s much-loved Chota Don character to underline the reliability of at-home beauty services.
The campaign marks Yes Madam’s first collaboration with Rajpal Yadav and revisits the quirky Chota Don persona made famous in the 2007 film Partner. Produced with Footloose Films, the film blends slapstick humour with a nostalgic callback to spotlight the platform’s promise of dependable, quality services delivered at home.
The storyline plays out like a miniature action comedy. Tanya Mittal finds herself surrounded by goons and calls for help, only for Rajpal Yadav to appear in full Chota Don mode, dispatching the attackers in his trademark comic style as Mittal cheers him on. The drama then flips abruptly to a calmer scene, with Mittal relaxing at home while enjoying a Yes Madam service and insisting the heroic episode really happened, even as posters of Chota Don decorate her house. The film ends with Yadav’s voiceover declaring that the incident may or may not have happened, but the trust and quality of Yes Madam’s services certainly have.
The collaboration also follows a broader show of support for Rajpal Yadav within the industry. In the growing wave of backing for the veteran actor, Mayank Arya, co-founder and chief executive of Yes Madam, publicly supported actor-producer Sonu Sood’s call for concrete help from the film industry and corporate brands. Arya took to the social media platform X urging companies to move beyond expressions of sympathy and instead offer tangible opportunities to the actor amid his ongoing legal and financial challenges.
He wrote, “Seconded @SonuSood. Even brands should come forward to help the great talent. @Rajpalofficial will also be a part of an ad film @_yesmadam! Have already aligned the team on it. #ComeBackStronger.”
Seconded @SonuSood. Even brands should come forward to help the the great talent.@Rajpalofficial will also be a part of an ad film @_yesmadam !
Have already aligned the team on it.#ComeBackStronger https://t.co/Q7qpJttLTs— Mayank Arya (@iammayankarya) February 11, 2026
Rajpal Yadav recently surrendered at Tihar Jail after the Delhi High Court rejected his plea seeking additional time to repay dues in a long-running cheque-bounce case. The actor had been accused in the case in 2018 after he was unable to repay a loan taken for a film project that failed at the box office. The court later ordered him to surrender after the dues remained unpaid.
The situation triggered a wave of support from several high-profile figures. Sonu Sood emerged as one of the most prominent voices, expressing solidarity and promising Yadav a role in his next film. Sood emphasised that industry support should be about dignity and real job opportunities rather than charity. Celebrities including Salman Khan, Ajay Devgn, Gurmeet Choudhary and Guru Randhawa have also publicly extended financial and professional support.
Before surrendering, Rajpal Yadav shared an emotional statement in which he spoke about feeling alone and unsupported, a remark that struck a chord with many in the industry. However, his brother later clarified that the actor would never have intended to suggest that he lacked support from colleagues or well-wishers.
Reflecting on the campaign, Mayank Arya said the film was designed to entertain while strengthening the brand’s message. “At Yes Madam, we have always believed in creating campaigns that connect with audiences in an engaging and memorable way. I had earlier spoken about the importance of extending meaningful opportunities to Rajpal Yadav, and we are glad to be the first brand to take that step forward with this collaboration. Through this film, we wanted to create a compelling narrative while also reinforcing the trust and reliability that customers associate with Yes Madam’s services,” Arya said.
Akanksha Vishnoi, co-founder, said the campaign leans on nostalgia to strike a chord with digital audiences. “Consumers today engage deeply with content that blends entertainment with relatability. With this campaign, we wanted to revisit a nostalgic moment while subtly reinforcing the convenience and reliability of at-home services. Rajpal Yadav’s Chota Don is an iconic character that instantly evokes nostalgia and humour, making it the perfect fit for this campaign. Tanya Mittal’s presence added a vibrant energy and helped us bring the vision of the campaign to life,” Vishnoi said.
Founded in 2016, Yes Madam offers salon and spa services at home through trained professionals using hygienic, single-use product formats. The platform now operates in more than 55 cities across India, pitching convenience, transparency and quality to a growing base of urban consumers.
The new campaign, rolling out across social media and video platforms, makes its pitch with a wink. The Chota Don rescue might be fiction, but the promise of a salon at your doorstep, the brand suggests, is the real deal.
