Health and fitness brand Cult.fit has announced actor Ranveer Singh as its brand ambassador and launched a campaign featuring the star.
The brand plans to leverage the actor in a series of fitness initiatives and campaigns.
A campaign film features the star working out while a sombre male voice over spells out the cliches in fitness ads as they play out on screen. Singh shifts the mood ushering in a vibrant soundtrack and visuals, questioning the template for motivation in fitness ads. He is introduced as the ‘Motivator in Chief’ of Cult.fit.
The strategic association with Singh is to highlight how fitness can be fun and engaging, and to motivate more people across the country to get active, informed an official statement.
“Ranveer Singh is known for his sportive spirit, unparalleled energy and passion for fitness, all of which perfectly align with the thinking and vision of our brand. Through this association we aim to amplify cult.fit’s message to reach a wider audience while making fitness more accessible and enjoyable for everyone. Given his ability to connect with people organically, we believe that Ranveer is the ideal fit for cult.fit,” said, Naresh Krishnaswamy, Head, Cult.fit.
Singh has also become a shareholder in Curefit, the parent company of Cult.fit, the statement added.
Singh will feature in multiple formats of the brand assets on-ground and on digital channels.
On his collaboration, Singh said, “I am delighted to be associated with cult.fit, as a brand ambassador and shareholder, as we strive towards breaking stereotypes around fitness and making it more accessible to all. I strongly believe in the power of physical well-being, which is all about being fit beyond mere aesthetics. Fitness has been an integral part of my routine. As Motivator in Chief at cult.fit, I look forward to encouraging more people to shift towards an active and healthy lifestyle and embark on their own fitness journeys.”
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