Campaign India Team
Jul 12, 2017

MuscleBlaze lights up the fitness flame

Watch the film by Medulla Healthcare Communications here

MuscleBlaze, a Whey protein supplement brand, has released a two minute digital film to celebrate the fitness conscious generation.

The film is created by Medulla communication.

The film looks at sentiments that only fitness freaks can understand and makes an appeal to the larger set of consumers with a statement "Tum nahi Samjhoge" (you will not understand). The film uses scenarios that fitness enthusiasts are used to like, getting up before sunrise, using every spare minute to tone up those muscles, using a gas cylinder instead of weights and so on. 

The agency says this is an initiative to sum up the lives of the dedicated ones for the world to see and offer them the pedestal they truly deserve. The consumer insight was that fitness enthusiasts are often misunderstood and mocked as they stuck to their disciplined lives, not budging for anything. But this has never stopped them from missing new year parties, skipping the ‘last’ drink, sleeping for lesser hours, carrying gym equipment on business travel and religiously sticking to their fitness regimen.

Amit Akali, CCO, Medulla says, "We knew instantly that the sacrifices that fitness enthusiasts  make was our biggest insight but the challenge was to speak to gymmers and non-gymmers through the same campaign: Let the fitness community know that MuscleBlaze understands them and yet get them the much-deserved respect from non-gymmers.” 

Sameer Maheshwari, founder and MD, HealthKart says, “We were wary of using television for such a niche audience of gymmers. But when we saw the film, we decided to launch with a 30-second TVC in addition to a big-ticket digital launch.”


Client: MuscleBlaze
Sameer Maheshwari, Amit Tandon, Kaustuv Paliwal
Agency: Medulla Healthcare Communications, Mumbai 
Chief creative officer: Amit Akali
Creative team: Ritu Sinha (creative director, copy), Abhinay Patil (creative director, art), Nisha Desai (senior visualiser) and Mrittika Chaki (senior copywriter)
Sr. director, consumer healthcare: Subash Franklin
Account management: Rekha Hindlekar
Brand planner: Shifra Baviskar
Social media strategist: Swejal Gangan
Managing director: Praful Akali
Production house: Storytellers
Director: Arun Gopalan 


Campaign India

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