MUMBAI: Cure.fit, the health and fitness destination that empowers well-being across physical and mental fitness, has partnered with Happy mcgarrybowen to launch its first-ever brand campaign, #ForTheLoveOfFit.

It aims to establish cure.fit as a holistic fitness brand with three verticals on offer — cult.fit, eat.fit and mind.fit.

#ForTheLoveOfFit ties the digital-led campaign together across multiple digital platforms. The campaign will also make its way to cinema screens, print and OOH.  

The film employs a clever wordplay device to show the various aspects of getting and staying fit through physical exercises, meditation and healthy food – all of which are available on the cure.fit app. Some of the most popular poster-people of fitness like Tiger Shroff, Milind Soman and a few others also feature in quick cameos throughout the film.

Speaking on the new campaign, Cure.fit co-founder Ankit Nagori says, "Wellness requires personal commitment, but the busy individual of today needs easy access to the avenues for getting fit. What we want to communicate with the video is simple – you bring the passion and commitment for your well-being, Cure.fit makes it convenient for you to achieve your health goals through our holistic health solutions. Happy mcgarrybowen has done a commendable job of helping us reach our core audience."

Happy mcgarrybowen CEO and co-founder Kartik Iyer adds, “Cure.fit has started a revolution in fitness space from the day they set out, nearly two years ago. With a unique offering that covers physical, mental and dietary fitness, it’s a wholesome look at healthy living; unlike any other in the wellness ecosystem.There is more than one dimension to fitness, and it always doesn’t have to be hard, painful and serious.Cure.fit breaks that barrier and invites people to get their share in the way most comfortable to them.The film aims to represent the entire gamut of offerings from the Cure.fit app, also trying to get people to think of fitness in a more fun and accessible way.”