When Cult.fit put a hilarious twist to the famous dialogue 'Ja Simran Ja' from Dilwale Dulhania Le Jaenge

• Cult.fit has launched its new campaign titled 'Fitness is not an option'.
• The brand puts a hilarious twist to one of the most iconic dialogues to come out of Bollywood, 'Ja Simran ja, jee le apni zindagi'.
• With the launch of this campaign, cult.fit wants to inspire people to get started on or get back into their fitness journeys and make it a top priority.

The famous scene from the 90's superhit Dilwale Dulhania Le Jayenge where Babuji says, 'Ja Simran ja, jee le apni zindagi' is ingrained in our brains. And well, over the years, memers and content creators have given us enough content around the scene to make sure we never really forget it. But Cult.fit, in its new campaign has introduced a hilarious twist into the scene.


In its campaign, 'Fitness is not an option', the female protagonist can be seen running towards the hero, only, she is too unfit to get onto that train, something many of us leading such unhealthy lifestyles will relate to immediately.

With the launch of this campaign, cult.fit wants to inspire people to get started on or get back into their fitness journeys and make it a top priority.

The first TVC in the campaign has gone live on TV and OTT platforms during the ongoing India vs England test matches and will extend into the IPL season which is set to resume on 19th September. This is the first in a series of ads in this domain. The second TVC in the campaign will follow in the coming weeks.

Top fitness influencers and content creators will be collaborating with cult.fit to promote the message ‘Fitness is not an option’ across their social media accounts.

Commenting on the campaign launch, Naresh Krishnaswamy, Growth and Marketing Head, cult.fit, said: “We are thrilled to be rolling out this campaign which redefines how fitness has been viewed till now. Our goal is to inspire people to think about fitness as a necessity. By leveraging humour and popular culture, which is a first in this industry, we want to land our message and have an impact. We are excited for everyone to see it and aim to motivate people to be proactive about getting fit.”