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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.
AD Agencies
Publicis acquires AdgeAI to sharpen predictive measurement in advertising
Deal integrates AI-driven content intelligence with Publicis production platform
MUMBAI: Publicis Groupe is doubling down on data-led creativity with the acquisition of measurement and content intelligence firm AdgeAI, a move aimed at helping brands understand what truly works in their campaigns.
Announced on March 12 in Paris, the deal brings AdgeAI’s analytics technology into Publicis’ AI-driven production ecosystem, allowing brands to measure and predict creative performance in real time. The company said the integration will help marketers move beyond guesswork and focus on content that delivers measurable business outcomes.
AdgeAI’s platform analyses engagement and conversion data across video and digital campaigns to pinpoint which creative elements resonate most with audiences. By identifying patterns that drive results, the system provides insights that guide content strategy and improve returns on marketing investment.
The acquisition comes at a time when brands are producing more content than ever before. While the tools to create campaigns have become faster and cheaper, many marketers still struggle to determine which messages actually drive sales.
Publicis Groupe chairman and CEO Arthur Sadoun, said brands today need clarity rather than just volume. “In the AI era, brands do not simply need more content. They need to know what works, and why, so they can scale their messaging across audiences, markets and platforms,” he said. He added that the acquisition turns creative measurement from a backward-looking report into a forward-looking capability that predicts outcomes.
Publicis production chief executive officer Deepti Velury, said embedding predictive intelligence into the production process will allow brands to create fewer but more effective assets. According to her, AdgeAI’s technology can analyse creative components at a granular level and identify patterns directly linked to campaign performance.
AdgeAI co-founder and CEO Eyal Ben Shalom, described the deal as a shift in how the industry approaches creative intelligence. By plugging its technology into Publicis’ broader platform, he said brands will be able to move at the speed of digital algorithms without losing the spark of strong creative ideas.
With the addition of AdgeAI, Publicis is positioning itself to close the gap between creativity and data, giving brands a clearer view of what clicks with audiences and what drives the bottom line.
