Nutrition brand Scitron has launched a campaign featuring national callisthenics champion Kritarth Chauhan, created by Gemius Studio.
The campaign film shows the athlete being told what to do by all and sundry through a song as he runs and trains – the usual daily grind of going to school, working hard, running the race, taking up a job and earning money, making a home, finding a suitable girl, getting married and so on. He stops for a moment and the song changes, asking him to listen to his own mind and follow it, which he does as he showcases his callisthenics. A super introduces him as a two-time callisthenics champion before the product is shown.
Ravi Rohra, Founder, Scitron, said, “We are excited to launch the ‘Suno Khudki Karo Khudki’ campaign and we believe that everyone has the potential to achieve their fitness goals, and Scitron helps them reach their full potential. The campaign is a great reminder to listen to your inner voice and to do your own thing, which is so important to lead a happy life.”
Chauhan said, “I am proud to be a part of the ‘Suno Khudki Karo Khudki’ campaign. I believe that callisthenics is a great way to get fit and healthy, and I want to encourage more people to try it out. I also want to raise awareness about the fact that calisthenics is a legitimate sport that deserves more recognition. Callisthenics currently lacks recognition in national or international competitions as a legitimate sport on the global stage. However, it is important for everyone to understand that this sport has its own set of regulations and is one of the most intense in existence. I’m hoping that this campaign will change people’s opinions on callisthenics and lead to its eventual entry into the Olympics. If that happens, I’m sure Scitron will undoubtedly be there to support me.”
Rahul Rohra, Marketing Head, Scitron, added, “Has the potential to make people understand what importance listening to oneself holds. And to support people in this decision, Scitron stands strong with them in achieving their goals and dreams.”
Saurabh Pacheriwal, Captain and Co-founder, Gemius Studio, said, “We have launched a lot of campaigns for Scitron, and ‘Suno Khudki Karo Khudki’ is another special campaign. Scitron has always been a propagator of supporting people’s journeys by being their trusted nutrition partner, and this communication is well put across through the campaign.”
Scitron’s product range includes protein powders, pre-workout supplements and multivitamins.
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