FITNESS IS NOT AN OPTION

cult.fit is India’s largest health and fitness platform. Our task was to create cult.fit’s first brand campaign with the objective of motivating people to start working out. 

We conceptualised and created a clutter-breaking campaign that parodies iconic Bollywood scenes. In these films, the protagonist either wins or loses in a high-stakes situation based on their fitness levels. Each film ended with the message: Fitness is not an option.