In 2021, we got India moving. We got India to fight lazy. But there are always some, good-intentioned folks who promise themselves to start going to the gym tomorrow, or the coming Monday or the first of next month. And never end up going. We wanted them to fight lazy too. So what did we do? We used advertising to appeal to their laziest self. The ones who just didn’t want to step out of their comfort zone to get fit. We took fitness to them. Courtesy Lifelong, of course.
While nascent in their entry to the fitness category, Lifelong had already won the bestseller’s spot across online marketplaces. We now wanted to drive home the fact that Lifelong didn’t just equip you to fight lazy, but by doing fitness ki delivery, it brings the fight right to your doorstep.
So now, the lazy don’t need the extra push to go for a run or to the gym or join a class. They can get fit at home, at their own time, on their own pace. What better way to get all of India fit?
We brought alive the proposition of ‘fitness ki delivery’ by scripting and producing four films starring India’s very own fitness ambassador, Milind Soman. In this advertising series, Milind takes a comical stance on surprising Mr. Lazy and getting him to work out from the comfort of his own home. That’s how we showed all those sitting at home, that fighting lazy does more than get you fit. It helps win over all those goals you thought were unattainable as well. With these films, we not only helped Lifelong deliver fitness, but created engaging demo films that are delivered along with their products.