MUMBAI:   With India going into lockdown for a longer period, it has become even more difficult for health enthusiasts to continue their regular workout regime. Parag Milk Foods, for its sports nutrition brand ‘Avvatar’, had come up with a campaign encouraging consumers to continue with their daily health routine without stepping out. Conceptualised by Wunderman Thompson South Asia, this campaign emphasises on the need of the hour of – ‘Staying home to stay safe’.

Talking about this campaign Parag Milk Foods sr. VP strategy Akshali Shah said "We are surrounded with lots of negativity today, leading to only anxiety and fear in one’s mind. In these difficult times, one of the best ways to stay motivated is through a daily workout. A healthy body and healthy mind help to relieve stress and anxieties of everyday life. Also, the fitness, strength, and resilience achieved, help to protect us from both mental and physical illness. So, with little help from Avvatar and a little dedication from us, we can achieve that much-needed positivity which gives us the strength to fight back. As a responsible corporate social citizen, our aim was to encourage consumers to develop this habit of working out every day while staying at home and achieve their fitness and mental health goals."

Wunderman Thompson, India sr VP and exec business director Samarth Shrivastava further added, "For the moment, working out has just moved in. So, what do you do? You adapt. Our campaign objective was to drive that adaptability factor along with spreading the awareness of staying at home."