India Gate Uplife, the health-focused foods brand from India Gate Foods, part of KRBL Limited, has launched a new digital-first campaign titled ‘#KeepItUp with Uplife’, timed around Quitters’ Day. Observed on the second Friday of January, Quitters’ Day is widely associated with the point when most new year resolutions begin to fade.
The campaign taps into this behavioural insight to reposition health not as a short-term challenge but as a long-term practice built on consistency. Rather than motivating consumers to start again, the communication encourages them to keep going, using practical, everyday ‘hacks’ that fit into modern routines.
From a marketing perspective, the campaign reflects a shift away from aspirational health messaging towards behaviour-led nudges. The content highlights simple, repeatable actions and healthier eating cues, positioning wellness as achievable rather than intimidating. The tone remains light and accessible, using humour to reduce guilt often associated with falling off health goals.
Kunal Sharma, vice president – marketing and organised trade, KRBL Limited, said Quitters’ Day reflects a recurring pattern where motivation peaks early but drops when goals feel unrealistic. He added that the campaign aims to acknowledge this reality and help consumers stay committed by focusing on progress over perfection.
India Gate Uplife’s product portfolio, which includes health-focused cooking oils and brown basmati rice, is positioned within the campaign as an everyday enabler rather than a specialist solution. The brand’s role is framed as a consistent partner supporting healthier choices throughout the year, not only during resolution season.
Amplification for ‘#KeepItUp with Uplife’ follows a digital-first, influencer-led approach. The campaign features voices from sports, fitness, entertainment and entrepreneurship, including Smriti Mandhana, Lakshya, Saiyami Kher and Ashneer Grover. Their participation is designed to reinforce themes of discipline, persistence and realistic progress through personal narratives rather than scripted endorsements.
To extend reach, the campaign is supported by visibility across YouTube and other digital platforms, Inshorts display placements across India, meme-led content and collaborations with nano and Category B influencers from varied professional backgrounds. Creators such as Yuvika Abrol and Monica Malik help localise the message for different audience segments.
The campaign also extends into physical consumer touchpoints through a Blinkit activation across Delhi, Mumbai and Bangalore. Branded wristbands distributed during the New Year period serve as a tangible reminder of the ‘#KeepItUp’ message, bridging digital communication with everyday behaviour.
By anchoring the campaign around Quitters’ Day, India Gate Uplife demonstrates how brands can use cultural moments not to shame consumers, but to reset expectations. The strategy reinforces consistency as the core brand value, aligning marketing communication closely with product utility and everyday consumption.
