Ad Campaigns
Cult.fit launches ‘One more workout’ campaign
Mumbai: Cult.fit, India’s leading health and fitness brand launched the ‘One more workout’ campaign, with an overarching theme about how one should make time for fitness and health in today’s changed and sedentary lifestyle, in the Cult.fit’s trademark humorous and entertaining way.
Scrolling through reels and short videos on social media platforms has become quite a habit and we unknowingly spend hours on it. Another habit we can all relate to is binge-watching content on OTT platforms.
Taking a quirky approach towards these habits, the brand has launched two TVCs, the first based on the storyline of ‘one less video, one more workout’ and the other based on ‘one less episode, one more workout’. These TVCs make you wonder, that while you are binge-watching a series if the characters of a show or the short videos come out and stop you from what you are doing and do not let you go to the next episode or scroll until you work out at cult, it would push one towards fitting in one more workout in their schedule.
The campaign was conceptualised and written by Girish Narayandass and Anuya Jakatdar, who are the co-founders of Bare Bones Collective, the creative agency behind the campaign.
Commenting on the intention of the campaign, Cult.fit brand head Prachita Pujari said, “We are excited to launch this new campaign to promote fitness. This is a tongue-in-cheek jab at our screen habits which often make us lose track of time and neglect our workouts. The goal is not to be preachy but to use humour to coax people to let go of just one episode or one video so they can make time for a workout in their routine. While they feel motivated to shake up their routine, cult takes care of their workout needs with cultpass – giving them access to 600+ cult gyms and fitness centres across the country.”
Jakatdar said, “Cult.Fit has always been about making fitness fun and accessible and has never trivialized its importance. For Cult.fit’s ‘One more workout’ campaign, our creative strategy was simple: to tackle streaming and scrolling, the two main distractions that stop people from exercising. Hence the idea ‘One less episode/video, one more workout’ because we didn’t want to say don’t watch or don’t scroll, we simply wanted to remind people to make room for their health.”
The TVCs will run until 31 January and will be amplified on social media handles, and YouTube channels, in the T20 India vs Sri Lanka match, India vs New Zealand T20s on television and India vs Sri Lanka and Ind vs New Zealand T20s and ODIs on Hotstar.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
