Fitness brand Lifelong India Online has launched a campaign titled 'fight lazy' which features Milind Soman.
Conceptualised by Centrick, the three films encourage consumers to get their fitness journey on the road. It shows how there could be voices from within that pull you down, but they can also be fought.
Prerna Nagpal, head-marketing, Lifelong Online Retail, said, "We wanted to create a movement to drive affinity and break the myths about fitness and its challenges. Our study and conversations highlighted that the one thing stopping us from being fit is the person in the mirror. For you to win your fight against laziness, Lifelong has everything. So, let's get together and fight the laziness."
Roy Menezes, partner and chief creative officer, Centrick, said, “Once you take complexes, competition and emulation out of it, the only thing stopping you from being fitter, is you. To drive participation and engagement with this movement, we will launch a series of films, social media activations, associations and communication inspired by the story of Lifelong fitness ambassador, Milind Soman."