MUMBAI: Eat.fit, the healthy food vertical of Cure.Fit has rolled out its first ever campaign in partnership with its creative agency Happy mcgarrybowen.

The campaign is digital-led, but will also make its appearance in cinema screens, print and OOH.

Cure.Fit was launched in April 2017 by Mukesh Bansal, who also was the head of commerce at Flipkart, and an ex-Flipkart chief business officer Ankit Nagori.

The campaign is spearheaded with the line #EatfitEveryday, and rightfully so; as the brand promises healthy and tasty home-like food that can be had every day without upsetting your system.

The campaign takes you through the everyday struggles of food-ordering from regular places where there’s food that puts you to sleep, the greasy type, the sad canteen food, the dabba wala, the type that’s either healthy or tasty but never both. The film humorously captures the hassle of food ordering itself. The film then goes on to show how simple life is after you subscribe to a pack of your liking from eat.fit.

Cure.Fit co-founder Nagori says, “Our idea was to communicate the ease with which today’s jet setting, young urban professionals can keep up with their busy schedule without compromising on healthy eating. We are pleased with the new-age look of the campaign developed by Happy mcgarrybowen.”

Happy mcgarrybowen CEO and co-founder Kartik Iyer says, “We have been part of the entire journey of creating the Cure.Fit brand, and one of our biggest efforts has been to create a unique identity and langue for the brand and the experience. With the eat.fit campaign we have only taken that further in the Cure.Fit world. The brand speak is simple, contemporary and artistic. Strategically the eat.fit offering is more than just convenient food at your doorstep. In today's urban worlds many people feel the need to order-out nearly every meal. The need for it is more today than ever. Hence, the campaign of eat.fit every day.”

With Cure.Fit branching out into cult.fit, mind.fit and eat.fit, it aims at extending complete support for anyone who wants to lead a healthy life – from body to mind to soul.

Eat.fit offers calorie counted balanced meals from a menu that comprises of an array of Indian and global dishes that are made with fresh ingredients, and are high in protein and low in fat. Eat.fit also has offerings aimed at specific health goals like weight loss, lean muscle gain, etc. The recipes created by an expert panel of nutritionists and chefs, are rooted in local and global cultures and is prepared with the freshest of ingredients, with high emphasis on locally sourced, seasonal and premium products.