Fitness startup Cure.fit launches star-studded #ForTheLoveOfFit campaign

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Cure.fit, one of the popular and most successful health and fitness startup in India, has launched its first-ever celebrity-studded brand campaign – #ForTheLoveOfFit.

The campaign is in line with the brand’s holistic approach to fitness that empowers well-being across physical and mental fitness, with three verticals on offer — cult.fit, eat.fit and mind.fit.

Part of the campaign is a video featuring Bollywood and sports celebrities known among the die-hard Indian fitness stalwarts including Hrithik Roshan, Tiger Shroff, Milind Soman, Cure.fit brand ambassador KL Rahul and some few others in quick cameos throughout the length of the video.

The campaign, launched in partnership with Happy mcgarrybowen, is set to make its way across multiple digital platforms as well cinema screens, print and OOH.

The video employs brilliant insight into what fitness means for different people with a clever wordplay to show the various aspects of getting and staying fit through physical exercises, meditation and healthy food – all of which are a part of the cure.fit app.

Also Read: Cure.fit – Indian sun rising in global fitness tech industry

After acquiring brands like Serenity, Cult, The Tribe, Kristys Kitchen, a 1000 yoga, Cure.fit is placed at the 7th spot in top 10 well-funded fitness tech companies and startups around the world, according to a report by CB Insight, and is India’s most well-funded fitness tech startup.

The Bengaluru-based fitness and health startup was founded by Mukesh Bansal, former CEO and co-founder of Myntra, a fashion e-commerce site. Till December 2017, it has accumulated over $46 million via funding.

The brand is also endorsed by Indian national cricket team opener KL Rahul.

Also Read: KL RAHUL is cure.fit brand ambassador

Cure.fit co-founder Ankit Nagori told Indiantelevision.com, “Wellness requires personal commitment, but the busy individual of today needs easy access to the avenues for getting fit. What we want to communicate with the video is simple – you bring the passion and commitment for your well-being, Cure.fit makes it convenient for you to achieve your health goals through our holistic health solutions. Happy mcgarrybowen has done a commendable job of helping us reach our core audience.”

Happy mcgarrybowen CEO and co-founder Kartik Iyer adds, “Cure.fit has started a revolution in fitness space from the day they set out, nearly two years ago. With a unique offering that covers physical, mental and dietary fitness, it’s a wholesome look at healthy living; unlike any other in the wellness ecosystem.There is more than one dimension to fitness, and it always doesn’t have to be hard, painful and serious.Cure.fit breaks that barrier and invites people to get their share in the way most comfortable to them. The film aims to represent the entire gamut of offerings from the Cure.fit app, also trying to get people to think of fitness in a more fun and accessible way.”


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