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Tag: fitness

  • Iodex partners with Cult.fit for ‘Rapid Recovery Program’

    Iodex partners with Cult.fit for ‘Rapid Recovery Program’

    Mumbai: Iodex, the leading body pain expert from GSK Consumer Healthcare and a renowned household name in India for over 100 years, partners with Cult.fit for its rapid recovery program to support fitness enthusiasts. Through this unique collaboration, a series of videos, dedicated to the 2R’s of exercise i.e. ‘Rest & Recovery’ are being rolled out exclusively for Cult.fit members.

    Led by Cult.fit in-house experts, the videos will emphasize on the importance of rest and recovery post any exercise schedule. While exercise and training are important for overall fitness and health, people often tend to ignore the recovery phase. ‘Rest and recovery’ are paramount as they support the body in repairing and strengthening itself in between workout sessions and more importantly allows one to recover, both physically and psychologically. By following the rapid recovery program, individuals will be able to reduce the risk of injuries, increase flexibility, range of motion and improve performance.

    The series is beneficial for fitness enthusiasts and athletes at different stages of their fitness journey. Iodex Rapid Action Spray is a perfect ally to not let pain stop them in their quest for achieving their dreams.

    Commenting on this association, GSK Consumer Healthcare’s area marketing lead – pain & respiratory health, India Subcontinent, Bineet Jain said, “We are happy to partner with Cult.fit for this uniquely curated rapid recovery program, customized for individuals with an interest in sports and exercising. As a brand that encourages individuals to stay fit and active without the worry of body pain, we are confident that this series will be highly beneficial and help with faster recovery and lay the foundation for improved physical performance day after day.”

    Cult.fit’s Brand head Prachita Pujari said, “We are looking forward to working with a brand that has such a strong legacy in pain relief and has been an essential part of Indian homes for decades. With this partnership, we are together propagating the idea and approach of efficient recovery and avoiding injuries, which is a vital part of fitness. We look forward to a fruitful association together!”

    As a true body pain expert, Iodex understands pain needs of its consumers and continues to bring out innovations that cater to their evolving requirements. The brand offers an exhaustive portfolio of pain relief products including Iodex Balm, Iodex UltraGel & Iodex Rapid Action Spray, which can cater to different pain states & address varied format preferences of consumers.

  • Tread.fit rebrands as Cultbike.fit

    Tread.fit rebrands as Cultbike.fit

    Mumbai: Homegrown premier fitness bike brand Tread.fit has rebranded itself as Cultbike.fit. The firm’s rebranding is a result of its acquisition by the fitness company, Cult.Fit. 

    With this step the brand aims to cement the completion of its transformation into one of the finest fitness convenience brands in the country, said the company in a statement.

    “As acquired by Cult.fit, we want to create a uniformity aligned with the mother brand and it is reflected through the new brand name and logo. The objective behind rebranding is that we want to identify ourselves as a part of Cult.fit and further our credibility amongst users,” stated Cultbike.fit CEO Dinesh Godara, speaking on this major brand transition.

    “With the current acquisition, we have become a pool of one of the most diverse and trusted fitness companies in the country. The aim is to continue to bring fitness to every household and fulfill our vision of a healthier India,” he further added.

    The home fitness equipment brand, Cultbike.fit is focused on providing high-end fitness bikes in different regions of the country. With free delivery and installation services, the brand offers complete guidance and assistance to its customers to commence their fitness journey, stated the company.

  • Garmin India signs Mandira Bedi as brand ambassador for its smartwatches & accessories

    Garmin India signs Mandira Bedi as brand ambassador for its smartwatches & accessories

    MUMBAI: Pivoting towards strengthening the brand reach, Garmin India, a has signed television presenter and fitness coach Mandira Bedi as its brand ambassador.

    The popular face of many TV shows, host of cricket matches and now an icon of fitness, Bedi will promote Garmin smartwatches and accessories in India across the mediums of print, television, online as well as creating buzz on all social media platforms.

    Garmin India director Ali Rizvi said, “Mandira Bedi is not only a star icon but also an inspiration to many fitness enthusiasts and women globally. We are thrilled to have her on board with us and are confident that this partnership will strengthen our brand reach and encourage more people to choose a healthier lifestyle.”

    Recently, on the occasion of International Women’s day, Garmin India launched an incredibly small, smart and modern smartwatch – ‘Lily’ with features designed by women, for women. The smartwatch offers women’s health features, including menstrual cycle tracking and newly launched pregnancy tracking feature sharing the mother-to-be a snapshot of their pregnancy alongside their other health, wellness and activity data.

    “Working out and staying fit is not only a passion but a choice of lifestyle,” remarked Bedi. “It’s an honour for me to be associated with Garmin- a brand that especially designs and manufactures its products to help fitness enthusiasts by providing the correct guidance and accurate data of their workouts. With their range of smartwatches, together we aim to reach out to more and more people to spread awareness on the need of a healthier lifestyle.”

    Garmin offers smart wearables across price points with dedicated devices for golf, running, swimming and cycling activities amongst a range of other products. Currently, more than 13 models including the recently launched ‘Lily’ and many more products are available through its online and offline channels pan India.

  • Health & wellness platform cure.fit rebrands as cult.fit

    Health & wellness platform cure.fit rebrands as cult.fit

    KOLKATA: Health and wellness platform cure.fit has undergone a rebranding and will henceforth be known as cult.fit. The rebranding will be effective from 11 May and will be reflected across all channels, including its app and social media accounts.

    Over the past few years, cult.fit has become a well-known name in fitness and is recognised as a leader in this space. Under the cult banner, it has grown to offer a host of facilities such as group workouts, online fitness classes, gym- and equipment-based workouts, swimming, and sports, amongst other things.

    Having amassed a large ever-growing community of Cult enthusiasts, the company now aims to amplify their popular identity and devote its efforts to expanding the platform further under a single brand name – ‘cult.fit’. It now has a widespread network of fitness centres and gyms all over the country – a position strengthened further by the company’s acquisition of Fitternity this year.

    Now, under the cult.fit identity, the popular unlimited membership pack on cult.fit’s app will also be renamed to ‘cultpass’. This will act as a universal all-inclusive pass providing access to all fitness services by the company, establishing its identity as India’s largest all-encompassing fitness chain. cultpass will house multiple pack choices under this name at different price points and access options.

    cult.fit growth and marketing head Naresh Krishnaswamy said, “The name ‘cult.fit’ has caught on with our users in a big way over the last few years. Now, with this transition, we want to cement that identity further. We want cult.fit to become the one destination people think of going to when they have anything related to health and fitness on their minds. We hope that our rebranding effort will take us further in this direction and we are incredibly excited for this new phase.”

    The cult.fit name will stand for everything that the company currently offers in the fitness space. Other offerings like the eatfit marketplace, therapy, and teleconsultations will fall under the wellness category within the cult.fit brand.

  • Reebok launches new campaign #SheGotRee

    Reebok launches new campaign #SheGotRee

    MUMBAI: Leading fitness and lifestyle brand Reebok has unveiled its latest campaign featuring brand ambassador Katrina Kaif. The campaign, ‘She Got Ree’, is a celebration of fitness and depicts the myriad ways in which you can harness your energy and enjoy being fit no matter where you are.

    Through product innovations like the Pure Move Bra and the ‘Meet You There’ collection, or campaigns such as It’s Not a Man’s World, Reebok continues to inspire women around the world to find their personal expression of fitness.

    Now, with the powerful ‘She Got Ree’ campaign with Katrina, Reebok strives to further strengthen its commitment to the constant pursuit of fitness. The campaign video, which features catchy music and impactful lyrics, has Katrina unleashing her energy in a free-spirited routine that’s a combination of running, spinning, flexing, dancing and boxing. 

    “I’m thrilled to be associated with a brand like Reebok that has always strived to inspire people to be the fittest versions of themselves. The ‘She Got Ree’ campaign only furthers this belief by encouraging everyone to find their “Ree” which is the joy and spirit of being fit” said Katrina.  

    Reebok India Brand Director Mr. Sunil Gupta commented “This isn’t just a sweat-dripping world of straining muscles, it’s a place in which the natural joy of movement finds expression through avenues such as the gym, the outdoors, and everywhere in between. Through the “She Got Ree” campaign, we hope to inspire women to find their very own expression of fitness.”

  • Gender stereotyping remains the template for weight-loss ads

    Gender stereotyping remains the template for weight-loss ads

    MUMBAI: We are constantly haunted by the media, be it television, print, out of home or digital. Our thoughts and actions get subliminally influenced, not to mention the direct effects on young impressionable minds. But as David Ogilvy rightly said, “Advertising reflects the mores of society, but it does not influence them,” advertising is a mirror of society and not its torchbearer.

    Picture in your mind a male celebrity lecturing you on how to use the product he is endorsing in order to look attractive and stay slim. Does it look a little off? If it did, then you are a part of the system that has been subject to gender distinction in advertising.

    Since the beginning of the advertising culture, men and women have been projected differently in advertisements. Men have always been portrayed as the gender that is daredevil, outgoing, brave, strong and the dominant one in a relationship. Women, however, have always been characterised as the weaker gender that is supposed to look good, do household chores and keep the men happy.

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    Although a lot has changed in the ad world over the years and women are now being projected as decision makers and as equals to men, the hard truth is that women are bombarded with products that are supposed to make them the ‘perfect woman’ according to society’s standards. Female consumers have faced years of being sold the idea that they must have the perfect skinny body and look beautiful.

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    Brands have always stereotyped women to look their best and that does not seem to be changing anytime soon. Even today, advertisers prefer using women to endorse fitness, weight loss and a healthy lifestyle. Although a lot of men also seem to be getting fitness-conscious and concerned about their weight and looks, brands continue to use women in order to promote their product. Even in the 21st century, we see Deepika Padukone endorsing Kellogs Special K, Shraddha Kapoor promoting weight loss with Lipton Green Tea, Parineeti Chopra endorsing a healthy eating option of Sugarfree and so on. On the other hand, we don’t see any such product being promoted by male brand ambassadors. This gender stereotype does not seem to be changing anytime soon. But why does this stereotyping of women still happen in Indian advertising?

    Harish Bijoor Consults founder and brand strategy specialist Harish Bijoor notes that sadly stereotyping brings in the moolah and women in India by and large do not complain about being stereotyped as there is a tendency to believe in the dictum “This is how we are”.

    According to investment banking platform SMERGERS, the fitness industry in India was worth Rs 4,500 crore in 2017 growing at 17-19 per cent per annum. The total branded tea market in India stands at Rs 9,500 crore, growing at about 5 per cent but the branded green tea market, in contrast, is only around Rs 150 crore. The green tea market, however, is growing faster at 21 per cent yoy. Dabur Honey rakes in some Rs 500 crore in annual sales for the ayurveda brand.

    Brands look at this category with awe, as their volumes gallop with every progressive move that is governed first by vanity and then by good health. While Bijoor notes that the fitness and weight loss market is huge in India, it is dominated by the aspiration of the people in the metros and mini metros who want to ape the western lifestyle of looking good and feeling good.

    Brand-Building founder and brand guru Ambi Parameswaran notes that Indians want good health but without going through the pain of exercising and that does not seem to have changed much. “We discovered this phenomenon when we launched Sweetex in the late 80s and once again when we launched Tropicana in the late 90s. While you see a lot more people on the roads walking in the morning and doing yoga, Indians want it easy.”

    Brands need to adapt now because there is a growing male audience for the same products. Men today don’t shy away from sipping green tea in order to shed those extra kilos or have a bowl full of Kellogg’s Special K or eat oats. With increasing awareness about fitness and an aim to lead a healthy lifestyle, more men have started to adapt to the healthy route. So, it only makes sense for advertisers to shift their focus to men and bring more male endorsers to promote their ideology.

    Ambi Parameswaran mentions that today young men are more conscious about their looks, hair and skin than women of their age. “I am waiting for brands to jump on to the ‘keeping men fit’ bandwagon,” he prophesises.

  • Kiran Bedi inaugurates ‘Mirchi Get Active’ Expo at Airtel Delhi Half Marathon

    Kiran Bedi inaugurates ‘Mirchi Get Active’ Expo at Airtel Delhi Half Marathon

    MUMBAI: Like every year, Radio Mirchi, 98.3 FM is all set to make the 2013 edition of Airtel Delhi Half Marathon (ADHM) a memorable experience with its fun offerings. As a run up to the ADHM, Radio Mirchi inaugurated the Mirchi Get Active Expo with Kiran Bedi at the NSIC Ground Okhla today. RJ Naved was present at the expo to welcome Kiran Bedi.

    Spread across three days – December 6, 7 & 8, this year Mirchi has planned fun and engaging activities for everyone. The vivacious RJ Rohit will not only engage with the listeners and participants but will also celebrate the marathon fever in true ‘mirchi ishtyle’.

    The range of activities includes multiple Zumba sessions by Fitness First where the experts will guide runners on how to stay fit, health and fitness session from Somdeb from Rebook, running and living by Rahul Verghese, and a fun-filled Karaoke session by Manisha Gunthe.

    The excitement doesn’t end here. Visitors can also win exciting prizes by participating in interesting contests organised by Wildcraft.

    The Mirchi Get Active Expo focuses on strengthening the cause for better fitness, health and lifestyle. Conducted every year at the Airtel Delhi Half Marathon, the expo facilitates the distribution of goody bags and registration bibs among participants.

    Throughout the years, the Get Active Expo has witnessed tremendous popularity among upwardly mobile fitness enthusiasts and Mirchi fans. Registering participation of around 30,000 people every year, the Radio Mirchi ‘Get Active’ Expo is one of the most looked forward to initiatives in the marathon.
    The Airtel Delhi Half Marathon is scheduled on 15th December 2013.

  • Shagun launches its first fiction show ‘Sajna Hai Mujhe’

    Shagun launches its first fiction show ‘Sajna Hai Mujhe’

    MUMBAI: Shagun – India’s first wedding entertainment channel is all set to launch its first ever fiction show Sajna Hai Mujhe. As the channel’s theme is to celebrate the evergreen festival of wedding so with this show they follow the same theme. Marriage in our country is treated as the most prominent happening in every person’s life and the channel is thus focusing on strengthening and enhancing the concept of marriage. The channel after presenting its viewers with non-fiction shows on travel, chat, astrology, shopping, matrimony, fashion and fitness it is soon going to please its viewers with this fresh fiction show also.

     

    Shagun channel MD Anuranjan Jha said, “Fiction has always grabbed the attention of the masses. It is the one stop which has always been all time favourite category of the television audience. So keeping in mind this factor we are now jumping into fiction category also which will definitely add more flavor into the channel.”

     

    Sajna hai mujhe aims to showcase the diversity in marriages in the Indian society. With this aim the story will revolve around three different couples who will be shown facing the ups and downs in their respective relationships. The show is believed to strengthen the factors like patience, sacrifice, empathy, love, understanding and forgiveness which are believed to be the core competence of every successful marriage.

     

    The show promises to be an interesting journey packed with drama, emotions and entertainment. The show is produced by Park Media and Ideaz Pictures and the cast includes actors like Amit Behl, Aadesh Chaudhary, Darpan Shrivastava, Nirmai Bali, Manmohan Tiwari and new face Shikha. The situations in the show will be realistic and circumstances will be common. The story line of the show will be quite relatable and the viewers will feel rooted to the norms and culture which are common in every second household of our country.

     

    Sajna hai mujhe will be on air from 2 September running from Monday to Wednesday at 8:00 pm on Shagun.

  • CNN-IBN to air lifestyle show ‘Living It Up’

    CNN-IBN to air lifestyle show ‘Living It Up’

    MUMBAI: News Broadcaster CNN-IBN is expanding its feature programme line-up with a new weekly show exploring the art of healthy living. The half-hour weekly show Living It Up, anchored by Jotica Sehgal, will kick off on 8 July at 2:30 pm and 5:30 pm.

    Living It Up will have a reality segment The Weight Loss Challenge wherein four dieticians will team up with four overweight people and over seven weeks they will be challenged to loose as much weight. The team, which looses the most weight, will be the winning team. To add some excitement, participants and viewers will be given voting powers, according to an official release.

    CNN-IBN managing editor Rajdeep Sardesai says, “The hectic lifestyle that has become a part of our daily routine today is definitely a sign of progress but it takes a toll on our body, mind and soul. Through this programme we are aiming to share little nuggets of information to counter difficult times, manage problems, balance lives and endeavor to get the best out of life. At CNN-IBN, quality programming is a promise that we would like to deliver on a constant basis and Living It Up is a step in that direction.”

    Each week, the programme will showcase health, fitness and beauty solutions and the show will also highlight how preventive measures, healthy lifestyle and healthy food. Targeting the discerning viewers, Living It Up will also present capsules on fitness, beauty, parenting, spirituality and alternate therapy.