BigMuscles Nutrition has launched a campaign titled #PerformanceHiPehchaan (performance is identity), to highlight a gymmer’s true identity. Conceptualised by Medulla Communications the film aims to strike a chord with fitness enthusiasts.
The film features actor Ranveer Singh who is shown working out relentlessly in the gym, after consuming the BigMuscles Nutrition product. The background has his voice over, narrating how performance is what defines a fitness enthusiast and how the product helps achieve the same.
Jitika Gupta, marketing head, BigMuscles Nutrition, said, “We wanted to be a part of the journey of the fitness enthusiasts across India. From the largest city to the smallest town, we wanted every serious gymmer to know about the visible performance of the products. The message that the brand wanted to send out is ‘Your performance is our pehchaan’ and that’s what we promise to deliver - ‘performance that helps build one’s own pehchaan (identity).’
Vinayak Shinde, group creative director, Medulla Communications, added, “For me, it’s not a script, but a translation of a committed gymmer’s attitude to life. Each line is crafted on a philosophy of its own, inspiring you to create an identity for yourself with the brand’s ‘bada promise’ of performance.”
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