Mumbai: Bollywood actor Ranveer Singh, has teamed up with Britannia NutriChoice, the segment leader in its category, to launch an inspiring new ad campaign, #FeelTheFit. This campaign, conceptualized by Lowe Lintas Bangalore, resonates with the brand's commitment to making a good choice and aims to highlight the transformative power of even the smallest steps taken towards a good lifestyle.
The #FeelTheFit campaign is designed to motivate individuals to keep up with their overall health & wellness journey by recognizing that every effort, no matter how small, is a step in the right direction. The campaign seeks to shift the conversation from being only about the single end goal to focusing on the positive feeling every time one makes a good choice.
The campaign comprises two films that showcase Ranveer as an illusion, symbolising the ‘fit waali’ feeling that any individual experiences after making any good choice- like, picking NutriChoice as their choice of snack. The attitude that the TVC is trying to explore is that it only takes us a simple good choice to make us feel great about ourselves.
Britannia Industries CMO Amit Doshi said, "In the contemporary world today, fitness is a state of mind, which transcends the appearance of a person. With this in mind, we have launched the #FeelTheFit campaign to celebrate every big and small effort that a person takes towards this journey - be it going to the gym or eating right. The idea behind the campaign is to motivate consumers to opt for a good choice, no matter what the scale of that choice is."
Singh said, “I am incredibly excited to be a part of the Britannia NutriChoice family. Teaming up with a trendsetting & iconic brand like Britannia NutriChoice that empowers its consumers to get started on a journey towards better living, is a perfect fit to my beliefs. One can choose multiple paths to achieve fitness, and any choice that leads towards that goal is a good choice. Thrilled to be a part of #FeelTheFit campaign, which seeks to inspire consumers in making a good choice that makes them feel fit from within.”
Lowe Lintas Bangalore executive director & head of creative (copy) Arpan Bhattacharyya said "Most ads about fitness focus on the end result. We wanted to focus on the beginning. Because be it the first meal of a complete diet or the first day of a workout regime – every fitness journey begins with a small choice. Making that small choice makes us feel better and fitter, instantly. That’s what we wanted to celebrate with this campaign. Because a fitness journey well begun is half the job done."
