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Tag: HealthifyMe

  • OWLED Media & HealthifyMe partner to introduce AI-powered image recognition for Indian food

    OWLED Media & HealthifyMe partner to introduce AI-powered image recognition for Indian food

    Mumbai: OWLED Media, a renowned creative marketing agency, has teamed up with HealthifyMe, a pioneering player in the health and fitness industry, to launch a revolutionary AI-powered image recognition feature called “Snap”. “Snap” is an innovative AI-powered image recognition tool designed to streamline calorie tracking. Users can snap a picture of their meal, and within seconds, it provides an accurate calorie count. These three ad films, crafted in-house by OWLED, emphasize the remarkable speed and simplicity of HealthifyMe’s “Snap” feature, showcasing how it’s revolutionizing the world of calorie monitoring. OWLED’s creative approach ensures the brand effectively reaches its target audience.

    The essence of the campaign was to portray Snap as a revolutionary feature when it comes to calorie monitoring, making it seamless and efficient. Alternatively, users can also let the app scan their food photos from their gallery, offering the convenience of capturing images for later calorie management. To protect privacy, the system detects food pictures on the device and only sends data for dish recognition. The gallery-based model is preferred as it provides more time for accurate food item identification compared to capturing meal images on the spot. If there are multiple items in a photo, “Snap” guides users to select and track them within an adjustable box. Fueled by Snap’s exceptional efficacy, OWLED’s creative team ventured into diverse storytelling paths. Every film was carefully crafted to highlight distinct facets and align with the client’s specific goals and aspirations.

    With a target audience spanning from individuals in their early twenties to their late forties, the campaign ensures inclusivity for anyone interested in embracing a healthier lifestyle. HealthifyMe’s Snap feature aims to alleviate the stress associated with calorie tracking, making it accessible to a diverse and broad demographic.

    The three ad films brought out quirky takes on everyday situations, highlighting the ease of use and consumer benefit of the app’s latest feature. Each film focuses on different scenarios showcasing HealthifyMe’s “Snap” feature in a humorous light, emphasizing its simplicity and practicality.

       The first film depicts a pre-meal tradition in which a son, prompted by his father to say a prayer before dining, stumbles upon his father utilizing the HealthifyMe app’s Snap function for effortless calorie tracking, emphasizing the straightforwardness of the procedure.

       In the second film, a man quickly tracks the calories of a samosa at work using HealthifyMe’s Snap feature, impressing his boss with its speed and accuracy.

       The last film showcases a couple dining out where the girl effortlessly calculates the calories of her dish using HealthifyMe’s Snap feature, while the guy struggles with manual calculations, highlighting the app’s convenience.

    OWLED’s executive creative director Vaibhav Dhanda expressed his enthusiasm for the project, stating, “Working on this campaign was a fun and fulfilling experience. We wanted narratives that were relatable but at the same time subvert expectations towards the resolution. Directing the campaign was equally fun. I feel the simplicity of the ideas and films where its strongest merit and that makes the humour work better. Kudos to everyone involved in the making and to the team at HealthifyMe who gave us a wide open playground to experiment and play.”

    “Snap is the world’s first ‘Click & Forget’ food recognition feature. Our mission is to revolutionise this space and make nutrition tracking as easy and unobtrusive as possible, by using computer vision AI to detect the food items, their quantities, portion sizes, and even micronutrients in your photos. Snap then automatically logs the meal details in your HealthifyMe app, where users can review them later. We realised that it’s hard to engage with food tracking because you have to physically type and remember to log food. So we wanted to enhance this experience and increase retention and engagement.” said Sr product manager, director of design Rohan Gupta.

    Adding to this, Independent marketing consultant Aarti Samant (The Sorted Girl) “With the campaign #SnapBeforeYouEat we wanted to create a new habit when it comes to food tracking that highlights how Snap simplifies tracking experience and eliminates the need for manual input and ultimately saving a ton of time. ultimately saving a significant amount of time. All three films are designed to emphasize Snap’s core benefits: convenience, accuracy, and speed”.

  • HealthifyMe partners with Wondrlab to say ‘India, It’s time to Healthify’

    HealthifyMe partners with Wondrlab to say ‘India, It’s time to Healthify’

    Mumbai: Homegrown platform-first creative martech start-up Wondrlab has crafted HealthifyMe’s ‘It’s time to Healthify’ campaign, as a part of its new year communication. Featuring Bollywood star Sara Ali Khan, the campaign motivates people to Healthify to meet their goals.

    The campaign went live across TV, digital, social, radio, print, hoardings and HealthifyMe’s mobile app. The ad film is a montage of real stories and people’s reasons to Healthify. There will also be individual testimonial videos of the users that will be released as an extension to the campaign, said the brand.

    “When we studied data, we realised that no one really healthifies or loses weight just to be healthy – there’s always a larger goal or reason. Everybody knows they should be healthy, but don’t get to it, till some reason triggers and motivates them,” said Wondrlab co-founder and chief creative officer Amit Akali. “We decided to use that insight to connect to people – by sharing real stories of real people who lost weight. In Sara Ali Khan, we found the most authentic person possible, one who’s undertaken an inspirational transformation journey herself. Bringing alive how HealthifyMe’s unique features like calories counter, step tracker, coaches, experts, etc together can help you get there.”

    “New Year is an important time for us – when most people resolve to healthify themselves. The insight that everyone healthifies for a reason really excited us,” stated HealthifyMe founder Tushar Vashisht. “Our brand is founded on honesty, so like always we wanted to showcase the lives and transformation stories of real customers, this time bringing alive their reason to healthify, with the intent of inspiring others to achieve the same. The app helps users make a breakthrough change in their fitness levels, thereafter making a real difference in their daily lives. We’ve tried to reflect that.”

  • HealthifyMe launches ‘FitFest 21’; Asia’s first virtual fitness festival

    HealthifyMe launches ‘FitFest 21’; Asia’s first virtual fitness festival

    In a bid to rally all those who have had to put their fitness goals on pause due to COVID 19, HealthifyMe, India’s leading AI-led health and fitness app announces the launch of Asia’s first-ever virtual fitness festival, ‘FitFest 21’. The month-long virtual festival spanning the entire January aims to encourage everyone to break the pause, work online from the comfort of their homes, and get back to their fitness goals in 2021. The campaign invites people to access the biggest digital fitness festival for free and win exciting prizes like Apple’s iPad Air, Apple Watch, Bose Headphones, Apple AirPods, and Dyson Air Purifier amongst others. HealthifyMe is promoting FitFest 21 widely on social media, across Twitter, Instagram, Facebook, and LinkedIn, and aims to onboard over 200,000 participants for the fest.  FitFest video

    The festival aims to focus on every aspect of fitness and brings together a host of activities including daily live workouts and cooking sessions, bite-sized courses on diet and fitness, celebrity master classes, health quizzes, and games as well as exclusive interviews with HealthifyMe users and coaches who have achieved remarkable transformations during the pandemic. The idea is to get users excited and motivated about their fitness goals for 2021 and to show that exceptional results are possible remotely from the comfort of their homes. The users will have to download the HealthifyMe app on their mobile devices to be part of the festival.

    Tushar Vashisht, Co-founder and CEO, HealthifyMe said, “We are excited to bring Asia’s largest online festival to HealthifyMe. FitFest will have 200+ special live workouts, masterclasses and tips by top chefs and trainers, and lakhs of rupees worth of daily prizes to be won daily. Through this campaign, we aim to encourage people to make the most of the present circumstances and restart the new year with positivity & zeal. We are also delighted to celebrate stories of fortitude and inspiration – of coaches and customers who have achieved phenomenal milestones and built stronger bodies and minds during the pandemic times. We hope that everyone can #Restart 2021 with renewed hope, inspiration, and fitness, and FitFest aims to deliver exactly that.”

    2020 changed the way fitness is delivered with consumers moving away from co-workout spaces like gyms, studios, and even parks due to COVID 19 and instead relying on online fitness services. HealthifyMe saw its user-base grow by 4 million during 2020, as users thronged to the platform to experiment with online workout and diet plans to keep their fitness goals on track. In June, HealthifyMe had introduced HealthifyStudio, which brought together leading fitness coaches from across the world and marked its entry into the online workout space. Hundreds of users today workout virtually daily and the number is growing by 10% month on month.

  • HealthifyMe launches studio-quality home workouts with leading trainers from across the world

    HealthifyMe launches studio-quality home workouts with leading trainers from across the world

    MUMBAI:  HealthifyMe, India’s leading AI-led health and fitness app today announced the launch of HealthifyStudio – both in app and on HealthifyStudio.com. The platform brings together leading national and international trainers to offer live, interactive workout experience to people in the safety and comfort of their homes. With the country under an extended lockdown, and consumer hesitation in visiting gyms and public places, HealthifyStudio will enable users to experience immersive studio-style workouts digitally, from the safety and comfort of their homes.

    The platform offers a wide variety of workout genres, including strength and conditioning, dance fitness, ashtanga yoga and zumba. Some of the leading global trainers on the platform are from Southeast Asia, UK and Europe besides India. To replicate a fitness studio environment and ensure meaningful interactions between the coach and all the participants, each session is limited to a maximum of 30 participants.

    Users can also opt for a variety of workout regimes, some of which are dedicated to the management of lifestyle conditions like obesity and hypertension and others that are focused on rehab. HealthifyStudio also has offerings for the entire family with special sessions for children, senior citizens besides live healthy cooking sessions. The sessions conducted on HealthifyStudio will not require any equipment as they have been designed keeping in mind the home setup.

    “HealthifyStudio’s value proposition is limited admissions per session and the personal feedback that a customer receives from his/her coach during the workout. As pioneers of the remote coaching phenomenon in India, we want to give our users an elevated experience of being able to work out live with top coaches and like-minded people from the safety & convenience of their homes at an affordable price. We also intend to provide employment opportunities to trainers during these times and have already hired nearly 100 coaches in April and May and intend to hire another 100 in June”, said HealthifyMe founder and CEO Tushar Vashishth. 

    The introductory price for HealthifyStudio starts at Rs. 3000 for 20 sessions in a month and goes up to Rs. 12,500 for 360 sessions per year. The company has also launched an introductory offer on their website that allows anyone with an active gym or fitness membership to join HealthifyStudio for 7 top-quality classes for just Re. 1.

    Rise of inactivity amongst Indians during the lockdown

    As per data by HealthifyMe, basis its userbase of 17 million people, the months of March, April and May, when the country was under lockdown, have seen the inactivity levels rise sharply among Indians. While in February, before the lockdown, 52% of Indian women and 44% of Indian men were inactive (burnt less than 50% of their calorie budget), the inactivity levels rose to their peak in the month of April with close to 70% women and 65% men being inactive. The situation has improved slightly in the month of May, yet there exists a yawning gap between the pre-lockdown activity levels and now. This can be largely attributed to unavailability of gyms and consumer hesitation to visit public places due to fear of contracting infections. With HealthifyStudio, HealthifyMe aims to help people work out from the comfort and safety of their homes and improve their activity levels.

  • How Covid2019 gives digital boost to fitness brands

    How Covid2019 gives digital boost to fitness brands

    MUMBAI: Stay home but stay fit, come what may! Gyms, like all public places, were also shut due to the restrictions on account of Covid2019. However, brands have been quick to go digital with health and fitness brands showing a surge in users, especially the new ones, enabling people to follow their outdoor fitness activities within the comforts of their homes.

    According to BARC-Nielson data people are utilising lockdown period to hone new skills. Time spent on fitness has increased by 1.4x times. 

    Cure.fit launched cult.live, a virtual live streaming of different workouts in early March. Its growth and marketing head Naresh Krishnaswamy says that about 500,000 sessions are happening every day on the app.

    “Nearly 75 per cent members of the Cult centres are engaging with live classes. This has grown almost 5X from the time after lockdown. However, the biggest growth of this product is coming from completely new customers and from tier two and tier three cities where Cult was not present," he highlights.

    Cure.fit is offering live classes across fitness formats like strength, cardio, HRX, S&C, dance fitness and yoga on days of the week, which are suited for beginners, intermediate and advanced levels. As most of the classes feature bodyweight workouts, the user needs little or no equipment for the exercises.

    Wellness platform HealthifyMe also witnessed an increase in usage by 1.5x to 2x over the last month. Co-founder and CEO Tushar Vashisht says, “We're seeing a 40 per cent increase in subscriptions and our organic growth has gone up by 25 per cent. People that access our workouts have increased by 2x to 3x.”

    Vashisht adds that there has been an uptake of both free and paid courses. “While we initially saw a decline in calorie burn, as the lockdown continued, this has increased consistently by 60 to 70 per cent which means that users are increasing their home workouts. Some of the features we have launched for home workouts and free tools are seeing much higher engagement. There are over 50+ pre-recorded workout sets under our home workouts section."

    He also mentions that the work-from-home situation has helped HealthifyMe users to be more diligent with tracking their diet and exercise on the app. The app launched new features that include trackers for hand-washing and sleep. Its diet plans also highlight foods and ingredients with immunity-assisting properties.

    As a fitness application that counts steps, StepSetGo had to add features that could encourage people to walk indoors such as turbo time (added rewards for steps taken at specific times during the day) and power hours to remind users to take 15-minute walks four to five times a day. The brand is also adding gamification elements by launching FitGames where extra tries can be earned through extra steps.

    StepSetGo users are spending 25 per cent more time on the application since lockdown along with engaging with the app’s social elements such as competing with friends in challenges.

    StepSetGo co-founder-CEO Shivjeet Ghatge says that there has been a steady rise in the number of discount coupons being purchased during the lockdown, but the change has not been more than 15 per cent. “Overall, we have been able to tie up with various e-learning platforms and give our users their paid subscriptions in exchange for our in-app currency (earned through walking). Since lockdown, there has been a 30 per cent rise in the sale of these premium subscriptions.”

    Sarva and Diva Yoga founder Sarvesh Shashi says that they fast-tracked the app to launch before its scheduled launch in June. It has sessions on breathing routines and pranayama routines aimed at strengthening the immune and respiratory system. In addition to the in-app offering, Sarva also started a live group and personalised classes to help individuals stay healthy during the isolation. Diva Yoga opened up its Instagram handle for free live classes five times a day with all the instructors taking turns.

    Deepika Lalwani, a fitness and wellness influencer and celebrity trainer, has received requests from corporates that are looking to keep their employees engaged and active.

    “Most of the clients are requesting less complicated workouts they can do on their own easily. There has been a major shift to workouts like pilates, yoga, meditation, high-intensity workout, core workout, bodyweight training etc,” she points out.

    While workout-based fitness programmes are popular, the ancient art of yoga is also making a comeback. Akshar Yoga has seen an increase of 100,000 people availing online classes. The studios saw about 20 students per class on an average but now there are close to 1000 attending each session. Akshar chairman and course director Founder says: “The heartening thing is that people have committed to their well-being in a big way, and this means that yoga’s demand has increased on a global scale. People are also turning to more natural and organic health solutions such as Ayurveda.”

    While physical health is a priority, being cooped up has taken a toll on people’s mental wellbeing. Cult.live is also launching 20 sessions with coaches in the form of psychological first aid to deal with stress and anxiety.

    Krishnaswamy elaborates: “We have already enabled clients everywhere in India to seek therapy via video call. Telemedicine has been introduced as a solution to increase consumer access to high-quality doctors across all specialities in a seamless and efficient manner.”

    Sarva and Diva Yoga launched Sarva Mind, an initiative to tackle anxiety, depression and stress. It is based on Indian, authentic, mindfulness offering content in the form of guided meditations, mindful music, sleep stories, stories for children etc., in multiple regional languages.

    For marketing, brands are relying on digital and even social media influencers. Cult.live introduced the cult live masterclass – a stellar lineup of workout sessions with actors, sportspersons, choreographers and other famous influencers like Mandira Bedi, Yasmin Karachiwala, Mary Kom, Vijender Singh, Mouni Roy, Jonty Rhodes, etc.

    Sarva and Diva Yoga is relying on word of mouth for promotions too apart from some tie-ups with influencers. “Our instructors and customers have very strong-spun networks and they did a major part of the marketing for us, especially during the lockdown,” mentions Shashi. On the anvil is another campaign with yogis from across the world.

    Scitron, a brand that provides bodybuilding supplements for training, is also battling through reduced cash flow since deliveries of non-essential items have stopped. It launched #GharSeTryKar campaign, where a number of home workouts, nutritional education, fitness tips and tricks, live workout sessions with its followers' favourite influencers are being carried out.

    StepSetGo ran the #CountingOnYou which was aimed at letting users know that it is counting on them to stay indoors while also rewarding them for taking steps. It has tied up with ad agency Agency09 and social media agency Blazonion for starting PR and advertising activities to push the right brand messaging to newer audiences. It is also working on another social media campaign where people can be creative and showcase their lockdown walk.

    The fitness industry has received a major kick-off in the digital sphere due to the lockdown. As people explore the ease of working out at home using technology and video-based solutions, it will add more flexibility in their lives. Rather than keeping fitness on hold, they can utilise the benefits of both online and offline as per their convenience.

  • Times Prime launches host of health and wellness benefits to keep India fit

    Times Prime launches host of health and wellness benefits to keep India fit

    MUMBAI: Staying healthy and fit is a major challenge during the ongoing COVID-19 crisis with nation-wide gym closures and most workplaces adopting a work-from-home routine. With millions struggling to maintain healthy habits as they lose access to their local nutritionist or fitness centre Times Prime has partnered with premium health and wellness brands like HealthifyMe and Lybrate to offer over Rs 3000 worth of additional benefits for free to help its new and existing users stay at the peak of their health from the comfort of their homes.

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    The new and comprehensive suite of health and wellness offerings that come as a part of the membership would offer subscribers multiple benefits like access to AI-curated smart plans (diet plans) powered by HealthifyMe along with online tracking of over 55,000 foods on the HealthifyMe app and 24*7 access to premium online healthcare services on Lybrate’s app and website. These personalised diet plans, expert advice from top diet coaches and easy access to selected verified doctors anytime anywhere would help serve the ever-evolving health and wellness needs of the widest section of the Indian consumer-base.

    Times Prime business head Vivek Jain said, "With the world going into lockdown to contain the spread of the Coronavirus, these past few weeks have been challenging for all Indians to say the least. Unfortunately, along with working from home, stress eating and binge-watching are increasingly becoming an ungovernable part of most of our lives. At Times Prime, we realised our community’s growing need for premium online health and wellness services and have partnered with some of the most innovative health and fitness brands like HealthifyMe and Lybrate to enable our users to stay healthy and fit as they remain quarantined in the safety of their homes.”

    HealthifyMe  VP growth and head of product Anjan Bhojaraj said, “Times Prime users have a lot to gain by using HealthifyMe. We are pulling out all the stops to ensure our users continue to stay healthy and fit in the the comfort of their homes during the lockdown. While our Smart Plans will ensure they eat right, new features on the app like immunity building tools and home workouts will help them stay active as well as safe at home.”

    “The sweeping lockdown has posed a severe challenge to the health of Indians, taking an unimaginable toll on their physical and mental wellbeing. In the given scenario when social distancing is the new norm and governments are urging people to stay indoors, online doctor consultation supplemented with a prescription is a feasible and safe option to talk to doctors, except for in cases where they need a hands-on assessment. Lybrate and Times Prime are aligned in their bid to keep India fit at home. With the partnership, we are facilitating tele-consultation to the members of Times Prime. It would allow them to tele-consult doctors from across specialties, on our platform and let them be healthy while being home,“ said Lybrate founder and CEO Saurabh Arora.

    At an introductory price of Rs 999 only, Times Prime’s premium lifestyle membership now offers exclusive access to ten premium memberships that include Zee5 subscription worth Rs 599, Gourmet Passport by Dineout worth Rs 1,499, BBStar membership worth Rs 599, Gaana+ by Gaana worth Rs 399, exclusive access to TOI+ the ad-free online version of the world’s largest circulating newspaper, ETPrime membership worth Rs.399, FitCoach membership by FitPass worth Rs 999, HealthifyMe Smart subscription worth Rs 999, FreshClub subscription worth Rs 399, and OYO Wizard Blue worth Rs 499. Additionally, Times Prime’s exclusive payment partnership with HDFC Times Card, users can purchase the Times Prime membership at up to 30 per cent discount. Customers can easily recover their membership fee within the first week and save up to Rs 60,000 every year, making Times Prime the most comprehensive and cost-effective premium subscription service available in India.