Sofit has rolled out a campaign 'fit is fab' featuring actors John Abraham and Disha Patani to highlight the significance of staying healthy to overcome any challenge.
Conceptualised by Wunderman Thompson, the film opens with Patani and Abraham waiting for their flight at a boarding gate. As Abraham sips on his Sofit, Patani tries to finalise the main dance move for a show. They realise that they are waiting at the wrong gate for their flight. They navigate their way through various obstacles and people to make it on time for boarding. They take a sip of Sofit to feel refreshed before getting past a train of airport trolleys. The film closes with Patani gushing about finding a dance move for their show as they make their way to the correct gate.
Ankit Desai, marketing director, Hershey India, said, “Consumers are increasingly hunting for healthier and delicious F&B options, but often fail to realise that fitness is a sustained effort that draws results in the long-term. For Hershey India, Sofit is a brand of strategic importance. Sofit, on back of protein, fiber, and delicious variants, stands for the proposition of ‘fit is fab’. It is an ideal drink for everyone who intends to lead and maintain a healthy and active lifestyle. Our new film features Sofit's brand ambassadors John Abraham and Disha Patani who are extremely fit and health conscious and resonate with our brand personality. The new communication encourages consumers to not just adopt, but also maintain a healthy lifestyle with energy and vigor. It strongly conveys that if you feel fit from the inside, you will ultimately be fab on the outside.”
