Performax takes viewers through Jasprit Bumrah's training regime

Watch the film conceptualised by Brave New World here

Sep 09, 2022 10:06:00 AM | Video | Campaign India Team

Performax has rolled out a campaign following the appointment of Indian cricketer Jasprit Bumrah as brand ambassador. 
The campaign that has been conceptualised by Brave New World, is titled 'Sweat it. Get it,' and consists of a film. The film showcases Bumrah's fitness regime outside of the cricket pitch. It then moves to him training on the pitch, during which he uproots the stumps. It ends with him saying 'in this game, there are no days off and it's always a good day to be great', before introducing Performax.
Akhilesh Prasad, CEO, Reliance Retail – fashion and lifestyle, said, “We are very happy to announce our association with Jasprit Bumrah. Jasprit has been a consistent performer, leading India’s pace charge over the years and we aspire to build Performax as the first Indian sports brand of international repute. This association is among the first in a series of initiatives we plan to undertake towards establishing Performax as the preferred activewear brand for our customers.”
Joono Simon, founder and chief creative officer, Brave New World, said, “The campaign's core message of ‘Get it. Sweat it.' was conceived to reflect the no-faff-no-fluff approach to athletic performance for the brand. It nudges the athlete in every person to step out of their comfort zone and aim to be their fittest best every day."
The campaign will be rolled out across television, print, OTT platforms, digital and in-store displays. 
Creative agency: Brave New World
Copy, creative controller: Aarushi Chandel 
Art, associate creative director: Aseem Ali
Strategic planner: Saransika Pandey
Junior planner: Kaamayni Vyas
Senior account executive: Shreya Nahar
Senior account director: Adarsh Kamath
Head of business, vice president and integrated business director: Keerthi Raju
SVP and ECD: Sraman Majumdar
VP and senior CD - art: Mahesh NS 
Social media lead: Rima Mukherjee
Social media manager: Hariharan Srinivas