Ranveer Singh flexes his biceps for Britannia NutriChoice

Britannia NutriChoice has rolled out an ad campaign featuring actor Ranveer Singh. The campaign titled #FeelTheFit aims to highlight the transformative power of the smallest steps taken towards a fit lifestyle.

The campaign comprises two films that showcase the actor as an illusion, symbolising the ‘fit waali’ feeling that any individual experiences after making any healthy choice. The first film shows a muscular Singh swagger into an office elevator, flexing his muscles all the way. The bubble only bursts later when a colleague demands to know why he was late, revealing that it is not Singh but someone who feels as energetic and muscular as the actor after switching to a healthy lifestyle.

The second film has Singh waiting at a bus stop along with another person. The latter offers the actor some pumpkin seeds proclaiming its health benefits. To this Singh quips he doesn't need it since he has a biscuit which has the power of five seeds embedded in it. Singh then metamorphs into another person, driving in the message that the cookie makes a regular guy feel like a muscular hero and great about himself.
 

Amit Doshi, chief marketing officer, Britannia Industries said, "In the contemporary world today, fitness is a state of mind, which transcends the appearance of a person. With this in mind, we have launched the #FeelTheFit campaign to celebrate every big and small effort that a person takes towards this journey - be it going to the gym or eating right. The idea behind the campaign is to motivate consumers to opt for a good choice, no matter what the scale of that choice is."

Arpan Bhattacharyya, executive director and head of creative (copy) Lowe Lintas, Bangalore said, said "Most ads about fitness focus on the end result. We wanted to focus on the beginning. Because be it the first meal of a complete diet or the first day of a workout regime – every fitness journey begins with a small choice. Making that small choice makes us feel better and fitter, instantly. That’s what we wanted to celebrate with this campaign. Because a fitness journey well begun is half the job done."