MUMBAI: We are a culture that has always placed a premium on intellectual pursuits rather than athletic ones. In this culture, fitness and sports enthusiasts have always been considered unusual, sometimes even aberrations. With their passion often misunderstood and commitment questioned by everyone around them, it is hard to imagine the source of their unbreakable determination. Their passion demands of them a tough disciplined life and a lifestyle that cannot be compromised with, particularly the nutritional aspect.
By leveraging these rich insights straight from the lives of fitness and sports enthusiasts, MuscleBlaze celebrates their spirit and ‘never-say-die’ attitude and supplements their efforts by catering to their distinct nutritional requirement.
The hard-hitting digital campaign – Ziddi Hoon Main – created by the DDB Mudra Group, positions MuscleBlaze as the expert that not only provides enthusiasts with their dietary requirements but also understands their life and challenges. The brand understands that the force that drives fitness enthusiasts to go against the grain every single day in pursuit of their passion, is their own indomitable spirit.
The visuals are shot in dingy gyms, hard and unforgiving play arenas, both indoors and outdoors, where these fitness enthusiasts sweat silently without giving in to the questions hurled at them. What stands out in the film is not only the challenges that it portrays but also the diversity of people who identify as fitness enthusiasts. There are prevalent biases against women, senior individuals, differently-abled individuals when it comes to athleticism and the film highlights these biases as well. At the end, it is a celebration of the victory of passionate and adamant individuals and their unbending will against all odds.
With a staggering response on digital, the film has garnered 1.4 million views on Facebook and half a million on YouTube and Instagram, well within the first three days of its release.
Muscleblaze CEO and founder Sameer Maheshwari says, “Muscleblaze is committed to connect and communicate meaningfully with fitness enthusiasts. We believe “Zidd” as a concept will strike an instant chord with fitness consumers and strengthen Muscleblaze position as a leading sports nutrition brand in India.”
Muscleblaze business head Amit Tandon mentions, “This campaign is a step ahead in our endeavour to establish Muscleblaze as a brand that truly understands fitness consumers. Every fitness enthusiast is stubborn to an extent to achieve his fitness goals and Ziddi Hoon Main brings out this insight via a stylised and classily crafted AV.”
“The brand team had just come off a huge hit with ‘tum nahin samjhoge’. The benchmark had been set. But more importantly we felt that it was time to lay down a platform that can be ownable and on which we could build the brand. Zidd, is that platform and we believe is easily extendable to both internal as well as external audiences,” adds DDB Mudra Group chief creative technologist Brijesh Jacob.
