Brands
When no-show gym goers star in a fitness ad
MUMBAI: What if your unused gym membership finally did some heavy lifting? That’s exactly the cheeky idea behind SW Network and Anytime Fitness India’s new campaign, a clever take on the universal truth that many people pay for gyms they rarely visit.
The campaign’s heart lies in a playful ad film that swaps guilt for good humour. It shines a light on the relatable cycle of enthusiasm, excuses, and self-awareness, proving that everyone deserves a fresh start, no matter how many workouts they’ve skipped.
Once the film struck a chord, the message spilled onto billboards across major cities, each carrying a witty reminder of India’s most common fitness confession, the ghost gym-goer.
“We wanted to approach a very real human truth with warmth and wit,” said Sociowash co-founder Raghav Bagai. “This campaign is about saying we understand you, and we’re rooting for you.”
Echoing that sentiment, Anytime Fitness India CEO Vikas Jain added, “At Anytime Fitness, we’re more than a gym. We know life gets in the way, and we want to help people find their way back, with positivity, not pressure.”
The creative spark came from Sociowash creative director Vaibhav Mukim who said, “The truth itself was creative enough. We didn’t need to exaggerate it.”
With its mix of storytelling, humour and heart, the campaign fits right into Anytime Fitness’s be fit fest initiative, proving that fitness doesn’t have to be perfect, just personal.
Brands
PeopleStrong appoints Adishri Charla SVP marketing to drive global growth
Former UiPath marketing head to scale brand, demand and expansion across regions
NEW DELHI: PeopleStrong has brought in marketing heavyweight Adishri Charla as senior vice president, marketing, tasking her with sharpening the company’s global brand and fuelling its next phase of growth.
Charla steps in with nearly two decades of B2B marketing experience across both fast-moving start-ups and global technology giants. She joins from UiPath, where she served most recently as director and head of marketing for India and Saarc, playing a key role in the automation firm’s rise to category leadership in the region. Her work there ranged from revenue-driven marketing strategies to building strong customer and community engagement programmes.
At PeopleStrong, Charla will oversee global brand strategy, demand generation and customer engagement as the HR tech firm expands across India, Asia, the Middle East and other emerging markets.
CEO Sandeep Chaudhary said the company was looking for a leader who could connect brand storytelling with measurable business outcomes. “Adishri brings global marketing experience and strong team leadership. We are confident she will help sharpen our positioning and support our next phase of expansion,” he said.
Charla previously held marketing roles at Oracle India and IBM India, working across cloud, systems and product marketing. An MBA graduate from Symbiosis Centre for Management and HR Development, she has also completed executive programmes at Columbia Business School and ISB.
Sharing her excitement about the move, Charla said PeopleStrong has the potential to reshape how organisations across the region think about HR technology. She added that her focus will be on building stronger brand connections while driving measurable business impact.
Backed by Goldman Sachs Alternatives, PeopleStrong today serves more than 500 enterprises and has won several industry recognitions, including honours at the ET Human Capital Awards and the People Matters Infini-T Awards. Charla’s appointment signals the company’s intent to strengthen leadership as it scales its global ambitions.
