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Homegrown audio brand <keyword id="53189" type="General" weightage="100" keywordseo="boat" source="Orion">boAt</keyword> on Monday joined cult.fit to launch 'Fitness Xtended', an at-home workout programme to help achieve fitness goals. It will be a six-week programme with a mix of yoga, strength, conditioning, and <keyword id="739961" type="General" weightage="50" keywordseo="hiit" source="Orion">HIIT</keyword> workouts created by some of the most well-known fitness and lifestyle coaches, including Suvini Mehra, Naveen Sharma, Carolyn Theresa Simon, and Niran Ponnappa. "By customising workout routines and run plans, our smartwatches enable users to move beyond basic activity tracking and advance in their fitness journeys," said Siya Wadhawan, a Brand Manager at boAt. "With this partnership, we continue to inspire and support boAt heads with products that support healthy living and enable them to select a fitter lifestyle." Anyone who owns specific boAt smartwatches can access the programme's exclusive fitness videos on boAt's Crest App. The cult.fit app also offers access to the material. The programme will include two phases of three weeks each and will cover 24 sessions over six weeks. "This partnership with boAt is a new approach to influencing people about fitness, with the power of accurately tracking the vitals so each of us can understand our unique bodies better and find the best way to stay fit and healthy," said Naresh Krishnaswamy, Growth and Business Head, at cult.fit. Meanwhile, the boAt Crest app is currently compatible with boAt Wave beat, Wave style, <keyword id="15392136" type="General" weightage="50" keywordseo="wave-pro" source="Orion">Wave Pro</keyword>, Storm Pro, Storm Pro Call, <keyword id="15392135" type="General" weightage="50" keywordseo="xtend-pro" source="Orion">Xtend Pro</keyword>, <keyword id="15392134" type="General" weightage="50" keywordseo="xtend-sport" source="Orion">Xtend Sport</keyword> and Primia. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/most-indian-firms-still-face-key-challenges-towards-net-zero-goals/articleshow/95123114.cms">Most Indian firms still face key challenges towards net-zero goals</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/auto/news/maruti-suzuki-recalls-9925-cars-in-india-over-a-defect-in-the-rear-brake-assembly-pin/articleshow/95198499.cms">Maruti Suzuki recalls 9,925 cars in India over a defect in the rear brake assembly pin</a>

boAt joins cult.fit to launch at-home workout programme

<ul><li><keyword id="7829777" type="General" weightage="80" keywordseo="cult-fit" source="Orion">Cult.fit</keyword> releases new ad films in second leg of Bollywood-inspired ‘<keyword id="12725489" type="General" weightage="20" keywordseo="fitness-is-not-an-option" source="Orion">Fitness is not an option</keyword>’ campaign.</li><li>This time, it gives a twist to Karan Arjun.</li></ul>Cult.fit, India’s largest health and fitness platform, is back with their ad campaign - ‘Fitness is not an option’ which will see two new ad films released in the second week of December. Following the huge success and positive audience reception of the first leg of this campaign launched in August this year, this time too the company has taken the route of combining humour with pop culture. Set in the context of popular Bollywood films ‘Om Shanti Om’ and ‘Karan Arjun’, the new ads released by Cult.fit encapsulate its core message that fitness is a necessity and should be made a top priority by people across all ages and fitness levels. Through humour, the ad films will showcase an alternate storyline where the protagonist of the films will be escaping rebirth thanks to better fitness levels compared to the original characters. By creating humorous spoofs of iconic scenes from these movies, Cult.fit aims to land its key message in a manner that is relatable and highly entertaining. <div type="Youtube" id="PsOHqb52f_Y" title="Kar Run Arjun! Because fitness is not an option! | cult.fit" thumbUrl="https://i.ytimg.com/vi/PsOHqb52f_Y/mqdefault.jpg"></div> The 1st TVC in the second leg of the ‘Fitness is not an option’ campaign – Karan Arjun, is live on social media currently and the second TVC is scheduled to drop in the next few days. Both TVCs will be live on TV and YouTube from 18th Dec. It will also be aired during the India vs South Africa cricket test matches. Both the ad films are conceptualised and written by Anuya Jakatdar and Girish Narayandass. Cult.fit will be further amplifying the campaign by collaborating with top influencers and content creators to promote its message across social media platforms. Commenting on the new ad film launches, Prachita Pujari, Brand Marketing Head, cult.fit, said: “We are excited to bring our campaign back in a new avatar. Our last two films released in August earlier this year were immensely well-received and validated our strategy behind mixing humour with popular culture to create an impact. This is a new direction and a fresh take in marketing communications within the fitness industry and we are happy that it was met with huge audience appreciation. With these new films, we look forward to reinforcing our message once again and encouraging more people to join us in becoming more proactive about their health and well-being.”

Cult.fit gives a hilarious twist to the famous dialogue 'Mere Karan Arjun Aayenge'

<ul><li><keyword id="12565587" type="General" weightage="80" keywordseo="cultbike-fit" source="Orion">Cultbike.fit</keyword> brings an exciting campaign with a chance for all procrastinators to become the <keyword id="12687631" type="General" weightage="20" keywordseo="chief-excuse-officer" source="Orion">Chief Excuse Officer</keyword>. </li><li>The employee can <keyword id="12687629" type="General" weightage="20" keywordseo="earn-1-lakh" source="Orion">earn 1 lakh</keyword> per month for three months.</li></ul>Are you a procrastinator, unable to achieve your fitness goals? Cultbike.fit gives you a chance to become the next Chief Excuse Officer with this fun campaign. As weird as it sounds, this campaign by Cultbike.fit, India’s premier fitness bike brand, will spur the fitness goals amongst the Indian youth. Understanding the critical concern for people unable to achieve their fitness goals, Cultbike.fit through this unique campaign will reward those who lay off their fitness schedules for tomorrow by giving them the title of Chief Excuse Officer. The renowned stand-up comedian <keyword id="1723784" type="General" weightage="20" keywordseo="atul-khatri" source="Orion">Atul Khatri</keyword> will commence the campaign as the protagonist in the digital film. His role will be to pass on the baton of Chief Excuse Officer to the next person to whom the public will vote. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Speaking on the ideation and intent of the campaign, Mohit Ahuja, Marketing Director at Cultbike, further said, “Procrastinators plague fitness as a category, yet they form the most significant part of the industry’s target audience. Loads of traditional brands have tried to make this group fall in love with fitness but failed. We are doing things differently. We’re not selling an idea of a well-toned body but rather the concept of consumable and engaging fitness content that encourages the procrastinator in you to hop on to the fitness bandwagon. The Chief Excuse Officer campaign shows our intent in this direction.” Cultbike.fit, which has recently been acquired by Cult.fit, is set to change the landscape of the fitness industry by bringing forth campaigns that motivate the Indian masses to adapt to a healthy lifestyle. The new Chief Excuse Officer will be paid 1 Lakh rupees for three months, as prize money. As a brand Cultbike.fit is not focused on generating business. Still, the main objective is to eradicate unhealthy lifestyle habits and motivate people to live healthier and happier lives. Cultbike.fit wants to bring home a convenient workout experience for those who prefer to work out at home. The Cultbike provides an indoor cycling experience to the users, helping them work on their bodies and mind in their comfort zone. The campaign aims to educate and spread awareness amongst the masses about the need for fitness and give the much-needed push to those who do not consistently focus on their health and wellness.

Love procrastinating? It can help you earn Rs 1 lakh by applying for Chief Excuse Officer at Cultbike.fit

<ul><li>Cult.fit’s latest campaign ‘Fitness is not an option’ gives a hilarious twist to famous Bollywood scenes.</li><li>However, its ‘Jaa Simran Jaa’ advertisement has been taken down from YouTube after being flagged by <keyword id="36603" type="General" weightage="20" keywordseo="yash-raj-films" source="Orion">Yash Raj Films</keyword> for violating copyright.</li><li>In a statement sent to Advertising and Media, Cult.fit says that the advertisement was produced and released after all due diligence. </li></ul>Cult.fit’s latest advertisement that introduced a hilarious twist to the iconic scene from Shahrukh Khan and Kajol starrer <keyword id="88064" type="General" weightage="20" keywordseo="Dilwale-Dulhania-Le-Jayenge" source="Orion">Dilwale Dulhania Le Jayenge</keyword>, has been taken down from YouTube. It featured a reenactment of the ‘train scene’ from the film. The video was flagged by Dilwale Dulhania Le Jayenge’s Production Company, Yash Raj Films for violating copyright. YouTube’s error reads, “The video contains content from YRF, who has blocked it on copyright grounds.” In its campaign, 'Fitness is not an option', the female protagonist, who reenacts Simran from DDLJ, 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. As Simran makes a dash for the moving train, she starts panting and wheezing. She gives up and tells her partner that she will catch the next train to meet him the next day. Cult.fit has also deleted the advertisement and announcement posters referencing DDLJ from Instagram, Twitter and Facebook. The campaign is produced by Supari Studios. However, Cult.fit said that the advertisement was released after all due diligence. "At Cult.fit, our focus through various marketing campaigns has been to resonate with our audience and create something relatable and memorable. We often lean on popular culture which has time and again proven to be impactful. We've taken a similar approach for our latest campaign - ‘Fitness is not an option’. The ad was produced and released after all due diligence done from our end. The response to it has been exceptional overall and we amassed over a million views on Instagram in less than 48 hours," Cult.fit's spokesperson told Advertising and Media Insider. The same campaign also puts a twist to Zindagi Na Milegi Dobara’s (ZNMD) last scene ‘The Bull race.’ It features comedians Rahul Subramanian, Aadar Malik and Rahul Dua as Hrithik Roshan, Farhan Akhtar and Abhay Deol. <div type="Youtube" id="xAB3CZC1BcI" title="Fitness Is Not An Option (cult.fit)" thumbUrl="https://i.ytimg.com/vi/xAB3CZC1BcI/mqdefault.jpg"></div> Although, the once-bitten brand played it safe this time. Despite clear resemblance with ZNMD characters, it added a disclaimer that says, “The production is only for promotional purposes and all characters herein are fictitious and similarity with an actual person, living or dead, is purely coincidental.”

Cult.fit's 'Jaa Simran Jaa' advertisement taken down from YouTube after Yash Raj Films flags it for copyright infringement

<ul><li><keyword id="7829777" type="General" weightage="20" keywordseo="cult-fit" source="Orion">Cult.fit</keyword> has launched its new campaign titled '<keyword id="18974" type="General" weightage="20" keywordseo="fitness" source="Orion">Fitness</keyword> is not an option'.</li><li>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'.</li><li>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.</li></ul>The famous scene from the 90's superhit <keyword id="88064" type="General" weightage="20" keywordseo="dilwale-dulhania-le-jayenge" source="Orion">Dilwale Dulhania Le Jayenge</keyword> 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. <div type="Youtube" id="WHNZWOHfyrY" title="Fitness is not an option (cult.fit)" thumbUrl="https://i.ytimg.com/vi/WHNZWOHfyrY/mqdefault.jpg"></div> 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, <keyword id="4157434" type="General" weightage="20" keywordseo="naresh-krishnaswamy" source="Orion">Naresh Krishnaswamy</keyword>, 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.”

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

<ul><li>As the whole country became more health-conscious and ‘immunity’ became the talk of town after COVID, Indian <keyword id="3224780" type="PERSON" weightage="20" keywordseo="Healthtech-startup">healthtech startup</keyword> <keyword id="4506924" type="PERSON" weightage="20" keywordseo="cure-fit">Cure.Fit</keyword> added 1.5 million users post-pandemic. </li><li><keyword id="4157434" type="PERSON" weightage="20" keywordseo="naresh-krishnaswamy">Naresh Krishnaswamy</keyword>, Growth &amp; Marketing Head, Cure.Fit speaks to us about fitness industry’s future, Cure.fit’s growth trajectory, changing consumer sentiment, and goals for 2021. </li></ul>Health, immunity and fitness have become one of the top concerns for Indian consumers post COVID-19. And those who were already battling with other problems like anxiety or depression—have found their stress levels kicking through the roof and struggles intensified. Fitness apps and on-ground gyms rose to the occasion by shifting their focus online and providing personalised services based on different body types. With this, the Indian healthtech space saw a surge in user traffic and became a part of the new normal. According to Valuates Report, the Global Fitness App Market size is expected to grow from $3,312.58 Million in 2019 to $13,016.77 Million by the end of 2025 at a Compound Annual Growth Rate (CAGR) of 25.61%. As the demand for healthier living records a drastic rise, Cure.fit is aiming to occupy 50% of the offline fitness market in a few years. After the pandemic, Cure.fit added 1.5 million and out of these 1.5 million, 1 million users joined the platform during the lockdown in April and May. Elaborating on the growth trajectory during lockdown, Naresh Krishnaswamy, Growth &amp; Marketing Head, Cure.Fit said, “The spike came in a very big way, in the two, three months post lockdown. We used to have about 250,000 paid subscribers on Cult and within a matter of two months, we were able to get 1 million completely new customers to try the digital products, which was quite heartening to see. And we launched a paid version of the product only in May. So this 1 million base that tried our product was free, and eventually, we've managed to acquire about 100,000 paid subscribers on specifically our <keyword id="10404706" type="UNKNOWN" weightage="20" keywordseo="fitness-digital-offerings">fitness digital offerings</keyword>.” Transition from lockdown to unlock Cure.fit was quick to realise that digital was here to stay and focused on improving its app to woo its users. It launched 10-12 new online services during the lockdown period to help its users transition from offline to online. Sharing how the lockdown impacted its business, Krishnaswamy said, “We always had this vision that at some point, digital fitness will become important, but the first implication was making that product live immediately. Later, there was a good shift over to lots of forms of digital health like fitness class online, consulting doctors, nutritionist. So the next thing, we launched a huge bunch of products in the April-May timeframe to leverage the fact that people now don't have access to many of these services offline, and will want to consume them digitally. We had to reimagine all of us services, whether it's mental wellness, primary care or fitness. We realised that digital is going to grow massively. We also did a lot of marketing around that time with celebrity classes and some television ads, etc. ” While the offline fitness industry hit a major roadblock during the lockdown, Cure.fit started planning for its comeback. It focused on improving its strategy for offline services and once the country started walking again, Cure.fit sped up the pace at which the industry is evolving. “We decided to focus squarely on two things. One, our offline fitness business: how do we preserve it? And second, once we are allowed to reopen, how do we grow faster? And how do we take advantage of industry as well, because right now a lot of people will have concerns on physical centers, safety, quality, etc. So we felt that was a great opportunity for us as a brand to expand physical centers once the time is right because there'll be a lot of customers wanting to join in and looking for better quality of service. While the fitness business has taken a temporary sabbatical, we potentially can come back a lot stronger, which is something that we are seeing as well because we have grown so much in a short time,”said Krishnaswamy. However, consumer demographics adopting digital services were different than offline. More women felt safer to use digital services and boomers used yoga and doctor consultation services. So, Cure.Fit also pivoted its marketing strategy to speak to a wider set of audience and its media plan did not change much as it has always been a digital-heavy company. On how the demographics have changed after lockdown and new surge in users, Krishnaswamy said, “With digital products, to acquire customers from everywhere around the country, we had to change our marketing strategy to target a wider audience base. Young people are more comfortable with gyms and with digital, any walk in age could consult a doctor or do a yoga workout. So, there's a bit of a change in what kind of segments of customers we see -- whether it is age, city, gender, income groups. Our gyms are fairly expensive, like 18,000 rupees a year and digital products are a lot cheaper, which has given us more access to other economic segments of customers as well.” Now that gyms have opened up, Krishnaswamy told us that around 35% of customers are coming back to gym. However, smallers gyms that don’t have the resources for following government protocol and winning consumers with a marketing campaign, are still struggling. Fitness enthusiasts are, therefore, choosing the gyms they can trust. “I think one thing is clear is that a lot of people are waiting to come back to the physical centers. And the reason being, they are missing working out with the equipment with a social group. There are, of course, a good number of people that want to come back, but are just waiting for the right time. So broadly, you can assume that about 30-35% of people have come back. There is a section of the population that is just saying that they'll wait for the vaccine. We didn't expect anything different. We also spoke to a lot of local gyms, they are not seeing as much recovery as Cult and that is because of our ability to communicate safety to users and fine equipment. So, we have been seeing a good influx of new users for offline gyms as well because they trust us,” said Krishnaswamy. Future of <keyword id="7829777" type="UNKNOWN" weightage="20" keywordseo="Cult-Fit">Cult.fit</keyword> and the fitness industry In the future, Cult.fit is going to focus on improving its online group classes, polish its hybrid model and consolidate local gyms under its network. It is aiming to aggregate demand for all its gyms by giving its members access to different kinds of equipment and training across the city they live in through one pass. The model is in process and soon to be launched in Bangalore. Explaining its consolidation plan, Krishnaswamy said, “At Cult, we want to now participate in the overall offline fitness business. We have predominantly been doing group classes, and disrupted the gym model with that but we want to get into gyms as well because there's a segment of people who want to do machine-based workouts. So, we are tying up with a lot of gyms. We are going to create a one membership card, which gives you access to all the good quality gyms in your city. For example, you buy a membership in Bangalore, you'll have 14-15 options in the same city you can go to. As a user, you may decide to attend a few gyms that have good equipment one day and go to another gym that offers great Zumba classes. It just gives users a tremendous amount of choice and freedom.” Cure.fit will also resume its expansion plan later next year once the world starts inching towards normalcy or demand comes back to 50%. Meanwhile, it is focusing on improving the quality of online workouts and investing in technology to identify different body types and body movements as users workout. Throwing some light on the company's tech model, Krishnaswamy said, “In our digital product, with the user's permission, the camera turns on and it can detect your movements and give you an Energy Score. We are investing behind that. In the future, if you're working out in front of a screen, with your permission, our software can calculate what number of reps you've done, or it can correct your posture, etc.” As we enter 2021, Cure.fit’s focus will be on reviving its business and winning in the offline fitness business and gym aggregation. It aims to onboard 300-400 gyms by the end of next year into its network. Sharing the company’s vision, Krishnaswamy said, “We want to stay in a dominant market share of all kinds of fitness. So our ambition is to gain 50% market share of all forms of fitness in the next few years. That will happen if we expand our current Cult centers and aggregate a large number of gyms on our platform. That means a big change from what we've been doing so far, which is focusing only on online to now focusing on gyms as well. Also, I think it's not enough to just partner with gyms. We are working very closely with these gyms to improve their safety and quality of housekeeping, trainer and equipment, etc.”

Cure.fit wants to dominate the fitness industry, here is its roadmap behind its vision

<ul><li>Cult.fit gives a twist to <keyword id="2177" type="General" weightage="20" keywordseo="Om-shanti-om" source="Orion">Om Shanti Om</keyword> because Picture abhi baaki hai mere dost! </li><li>Played by <keyword id="1181511" type="General" weightage="20" keywordseo="sayani-gupta" source="Orion">Sayani Gupta</keyword>, Shanti rescues Om in this advertisement.</li></ul>Cult.fit is back with their ad campaign - ‘<keyword id="12725489" type="General" weightage="20" keywordseo="fitness-is-not-an-option" source="Orion">Fitness is not an option</keyword>.’ This time, it gives a twist to Om Shanti Om. <div type="Youtube" id="4Tocf4KyvmA" title="Fitness is not an option, mere dost! | cult.fit" thumbUrl="https://i.ytimg.com/vi/4Tocf4KyvmA/mqdefault.jpg"></div> Rejecting the traditional damsel in distress routine, this Shanti doesn't wait for a hero to rescue her. She can take care of herself, thanks to her Cult.fit classes. In this advertisement, actor Sayani Gupta plays Shanti and <keyword id="2626213" type="General" weightage="20" keywordseo="naveen-kasturia" source="Orion">Naveen Kasturia</keyword> can be seen as Om. The new ads released by Cult.fit under the campaign 'Fitness is not an option' encapsulate its core message that fitness is a necessity and should be made a top priority by people across all ages and fitness levels. Through humour, the ad films will showcase an alternate storyline where the protagonist of the films will be escaping rebirth thanks to better fitness levels compared to the original characters. By creating humorous spoofs of iconic scenes from these movies, Cult.fit aims to land its key message in a manner that is relatable and highly entertaining.

The one where Shanti rescues Om; Cult.fit's latest ad gives a new ending to Om Shanti Om

<ul><li>Disney+ Hotstar has entered into a strategic alliance with <keyword id="9351026" type="COMPANY" weightage="20" keywordseo="brilliant-wellness">Brilliant Wellness</keyword> to introduce value-added content from top fitness experts, yoga and spiritual gurus, along with celebrity nutritionists spread across more than 100 fitness programs.</li><li>The platform will bring 3,000 pieces of content in English, Hindi and Telugu on the platform. </li><li>The category and offerings are aimed at helping viewers monitor and maintain their wellness quotient while quarantining at home, and even after, as and when they resume their normal lives.</li></ul>With the aim of strengthening the health and fitness category, Disney+ Hotstar has entered into a strategic alliance with Brilliant Wellness to introduce value-added content from top fitness experts, yoga and spiritual gurus, along with celebrity nutritionists spread across more than 100 fitness programs. Additionally, Indian start-ups and game-changers <keyword id="103133" type="COMPANY" weightage="20" keywordseo="Sarva">Sarva</keyword> and <keyword id="7829777" type="UNKNOWN" weightage="20" keywordseo="Cult-Fit">Cult.Fit</keyword>, known for their state-of-the-art workout models, have also come on board with Disney+ Hotstar to instil a healthy lifestyle and fitness regime among audiences bound by social distancing and lockdown restrictions. According to industry studies of the Indian fitness market in December 2019, India spent $350-400 towards fitness services, which amounted to a market size worth $2.6 billion. As per estimations by Brilliant Wellness, there are about 200 million people in India seeking fitness services and this market is growing at a CAGR of 10%. There has been a significant shift in outlook when it comes to health due to the Covid -19 pandemic. People are now more inclined towards virtual workouts and are on constant lookout for interactive sessions. With the endeavour to increase access and enhance the consumer experience with regards to high-intensity interval training, yoga, gym workouts, and other forms of cardio exercises, Disney+ Hotstar, along with Brilliant Wellness, Cult.Fit and Sarva, has introduced a wide variety of content to choose from the all-new health and fitness library. Disney+ Hotstar will bring 3,000 pieces of content in English, Hindi and Telugu on the platform. The category and offerings are aimed at helping viewers monitor and maintain their wellness quotient while quarantining at home, and even after, as and when they resume their normal lives. On partnering with leaders in the <keyword id="245935" type="ORGANIZATION" weightage="20" keywordseo="Health-and-Wellness">health and wellness</keyword> domain, Disney+ Hotstar spokesperson said, “The alliance with these three industry leaders in health and fitness has provided the necessary impetus to our mission to connect with our audience in ways that help them lead happier lives. Health and fitness has become extremely important in our stressful lives, and never more so than today. With free access to video offerings tailor-made to suit the staying-at-home population, workout regimes that can be done through the day and fitness mantras to suit the current times, we want to help people to be healthy. To make this relevant across India, our content will be available in English, Hindi as well as Telugu. Going forward, we will also provide content in Kannada.” Celebrity <keyword id="2058" type="PERSON" weightage="20" keywordseo="Malaika-Arora">Malaika Arora</keyword> said, "Now more than ever, people are excited about trying new modes of working out because they have realised that this is the new normal. Sarva's app is a huge step in this direction and our association with Disney+ Hotstar is to fuel this fire. We hope it'll help us reach a wider set of audience and open them up to consuming daily content on an everyday platform. We're excited to see how it'll perform and the reaction to it.” Speaking about the strategic alliance with Disney+ Hotstar, Adarsh Gupta, Found and Director, Brilliant Wellness, said, “The current pandemic has really brought fitness and immunity building to the top of the agenda. Our current estimate is that India has an addressable market of over 200 million people, who are at various levels in their journey to fitness. Over the last five years we have worked tirelessly to create the most definitive library of do-it-along home-based workout content with India’s leading experts that addresses every conceivable need of people in the space of yoga/fitness/celebrity fitness/nutrition and gym workouts. We are happy to announce a strategic tie up with Disney+ Hotstar to power this category with the intention of making a positive difference in the lives of their subscribers.” Naresh Krishnaswamy, Growth and Business Head, Cult.fit, said, “With the Covid-19 induced lockdown, we have seen a surge in the number of users on our platform. Since we also conduct online live fitness sessions, we have witnessed a 3x increase in the amount of time its users spend on cult.live. At a time when there is such a demand for health and fitness, the partnership with Disney+ Hotstar will prove to be strategically viable for both businesses. Together our objective is to expand the reach and help users avail the best content we have to offer from the comfort of their homes.” Elaborating on the collaboration, Sarvesh Shashi, Founder, Sarva, said, "The past two months have only shown us the opportunity for health and fitness as an industry and this association with Disney+ Hotstar is a huge step towards tapping that opportunity. Yoga as a category and Yoga for immunity specifically has seen a huge surge in the last two months, given the increased importance in building immunity amid the global pandemic. We're excited to see where this association is headed and how many new doors it opens for us.” From workout videos to cooking healthy recipes, the diverse repository of fitness-related content will target advanced fitness enthusiasts, and fitness dabblers as well as fence-sitters.

Disney+ Hotstar to now offer fitness training content as it enters into a partnership with Brilliant Wellness, Cult.Fit and Sarva

<ul><li>Cult.fit fitness center which is run by the startup Cure.fit, will now open five spaces in <keyword id="23412" type="CITY" weightage="20" keywordseo="Jammu-Kashmir">Jammu &amp; Kashmir</keyword>. </li><li>The Indian government recently scrapped Article 370, separating Jammu &amp; Kashmir and Ladakh and turning them into union territories.</li><li><keyword id="3465872" type="PERSON" weightage="20" keywordseo="curefit">Curefit</keyword> was founded in 2016 by Myntra co-founder Mukesh Bansal and former Flipkart Chief Business Officer Ankit Nagori. </li></ul>Indian fitness startup Cure.fit which runs fitness chain Cult.fit, is now all set to open five centres in the newly formed of union territory of Jammu &amp; Kashmir. This comes in days after the Indian government brought the valley under its rule, and divided the state into two union territories. It also scrapped Article 370 and Article 35A which were holding back investments as it forbid anyone who isn’t a Kashmiri, from owning land in the valley. Now, that situation has changed. “We are happy to announce our foray into the newly created union territory of Jammu &amp; Kashmir through cult.fit fitness centres. The recent announcement from the Government of India potentially opens up opportunities for our business growth and also create job opportunities. We intend to foray with five cult.fit fitness centres and keep on working to expand our offerings,” said Ankit Nagori, co-founder, cure.fit. Curefit was founded in 2016 by Myntra co-founder Mukesh Bansal and former Flipkart Chief Business Officer Ankit Nagori. It has fitness centers under the <keyword id="6825388" type="UNKNOWN" weightage="20" keywordseo="cultfit">Cultfit</keyword> brand and a health app called Curefit. It also has diagnostic centers called Carefit and yoga and meditation centers called mindfit. In three years, the startup registered 4 lakh users for curefit, with 180 centers across Bengaluru, Delhi NCR, Mumbai and Hyderabad. All these provide an annual revenue of $100 million. The company now plans to grow to 800 centers by 2020. See Also: <a href="https://www.businessinsider.in/indian-government-is-recruiting-1300-engineers-and-architects-for-jammu-and-kashmirs-metro-project/articleshow/70582043.cms">Indian government to ‘reorganise’ Jammu and Kashmir — plans to hire 1,300 engineers for its first Metro project</a>

Cult.fit will now open 5 centers in the newly formed union territory of Jammu & Kashmir

<ul><li>Health, immunity and fitness have become one of the top concerns for Indian consumers post COVID-19.</li><li>Healthtech platform Cult.fit has had a pretty busy year so far. It acquired three platforms, revamped its business model and brand identity, closed another funding round, and has recently launched a new campaign to target India’s youth.</li><li>Naresh Krishnaswamy, Growth &amp; Marketing Head, Cult.fit speaks to us about the platform's growth trajectory, idea behind its latest campaign and goals for 2021.</li></ul>What is that image that comes to your mind anytime someone says ‘fitness’? Do you see a petite woman with flawless skin, voluminous hair, a perfect smile posing with a small piece of gym equipment or a muscular man pumping ridiculously heavy weights? If the answer is yes, it is not your fault. Our definition of fitness is formed by the unidimensional communication we have grown up seeing. When it comes to fitness, all brands have tried to sell an ideal, unreal body image to their customers. They hire obscenely thin women who are further skewed to look even more ‘appetizingly perfect’ or muscular men who are photoshopped with 6 packs. Just in one Google image search of the word ‘fitness,’ you would notice a pattern of photoshopped images and how flawed the overall communication in the fitness industry is. The imagery we have seen in fitness advertisements, whether on billboards, TV or social media, have created a perception that has made us feel under confident in our own bodies. And people who don’t meet these idealistic body standards, feel intimidated to join a gym. Healthtech brand Cult.fit has been consciously trying to move away from this, reminding its audience that fitness is for everyone and people should exercise to feel good, stronger, and happier. Cure.fit’s latest campaign ‘Fitness is not an option’ imitates iconic Bollywood scenes to show how they would play out if the actors weren’t fit. It reenacts famous running scenes from Bollywood like ‘The Train’ scene from Dilwale Dulhania Le Jayenge and ‘The Bull’ scene from Zindagi Na Milegi Dobara but there’s a twist in the plot; the actors start panting and wheezing instead, reiterating the message that fitness is not an option anymore but an absolute necessity. Everyone should take fitness more seriously. While it has been appreciated on social media for its creativity, sense of humor and great execution, there’s another reason why it stands out. It doesn’t sell an idealistic body image to its target audience. <div type="Youtube" id="xAB3CZC1BcI" title="Fitness Is Not An Option (cult.fit)" thumbUrl="https://i.ytimg.com/vi/xAB3CZC1BcI/mqdefault.jpg"></div> Naresh Krishnaswamy, Growth and Marketing Head, Cult.fit told us the genesis of the campaign. He said, “First, the idea was to go at a higher level and attack the barriers of the industry. Typically, you see a lot of fitness communication around building up muscles and looking more attractive, desirable and pumping weights, etc. We, with our communication, now and in the future, want to really drive this whole thought of fitness being really essential to life, something that you can no longer ignore and it is for everybody. Fitness can be anything from running, that you see in one of the ads, to working out in the gym or home, etc. So, the objective was to pivot communication to drive fitness as a lifestyle habit as opposed to what’s been traditionally talked about -- weight loss, muscle gain, etc. Secondly, we have significantly expanded our fitness offerings and we wanted to show Cult as a wide fitness option.” The core insight ‘fitness is not an option’ was brainstormed and finalised internally, further woven into scripts by freelancers and finally produced by <keyword id="3167731" type="General" weightage="20" keywordseo="supari-studios" source="Orion">Supari Studios</keyword>. The first TVC in the campaign has gone live on Cult.fit’s owned media channel, across all Sony TV channels and OTT platforms including SonyLiv. It was played during India vs England test matches and will extend into the IPL season which is set to resume on September 19. Unfortunately, Cult.fit’s first advertisement ‘Jaa Simran Jaa’ recently hit a minor roadblock. It has been taken down from YouTube after Yash Raj Films flagged it for violating copyright protocol. However, it is already back on Instagram. Krishnaswamy said that Cult.fit’s legal team is working to bring the film back. “We did our due diligence before launching that ad and we think it is completely in the clear. We are sorting a few things out and are confident that in a couple of days, it will be back up and running again.” ‘Fitness is not an option’ is Cult.fit’s first campaign after its brand revamp. In May 2021, Cure.fit was renamed to Cult.fit. Even before the revamp exercise, Cult.fit had tried to stay on top of social media trends. Now, with its latest campaign, it is trying to be an active part of pop culture. Telling us about Cult.fit’s marketing approach since its inception, Krishnaswamy said, “Right from when we started out in 2016, our objective has been to make fitness fun and relatable for individuals. If you look at our communication before the pandemic, our focus predominantly was to show people enjoying working out in a group with a smile on their faces. So no idealistic body types and showing extremely ripped, fit people. That’s been our ideology throughout. We now want to play a much larger category game and want Cult to be really associated with fitness. Our association before the revamp was with group classes, which is what we were offering before the pandemic, but now we offer every type of fitness. So, the evolution from there to today has been about the brand taking more of a humorous, quirky approach across channels. Before that, we were a little more functional -- a brand trying to tell you the benefits of working out. Now we are taking a lifestyle approach.” <cmsannotation type="cmsannotation" annotationid="Goals for 2021" text="Goals for 2021">Goals for 2021</cmsannotation> Health, immunity and fitness have become one of the top concerns for Indian consumers post COVID-19. After gyms shut down in 2020, fitness apps and on-ground gyms rose to the occasion by shifting their focus online and providing personalised services based on different body types. With this, the Indian healthtech space saw a surge in user traffic and became a part of the new normal. According to Valuates Report, the Global Fitness App Market size is expected to grow from $3,312.58 Million in 2019 to $13,016.77 million by the end of 2025 at a Compound Annual Growth Rate (CAGR) of 25.61%. Cult.fit has also had a pretty buzzing year. It acquired healthtech platform Fitternity, hardware-at-home platform Tread and partnered with Disney+ Hotstar, Sarva and Brilliant Wellness. Commenting on the first half of the year and focus areas for the rest of it, Krishnaswamy said, “We have been very active this year. We have done 3 acquisitions, completed another fundraising round recently, we have pivoted into digital and gyms, the next six months is heads-down growth. We will continue to remain opportunistic with any acquisitions or any other inorganic opportunities to grow. But we have all the tools we need in our arsenal. So, the next six months would be about execution and campaign activity.” After the pandemic, Cult.fit added 2 million users and out of these 1.5 million, 1 million users joined the platform during the lockdown in April and May. However, this number slowly tapered off as it moved to a paid subscription model. Today, it has 1,50,000 paid members on its content product and with gyms coming back, 100,000 people work out in Cult.fit gyms every day. As per its regulatory filings, its operating revenue shot up 174% to Rs 496 crore during FY20 from Rs 181 crore earned in FY19. “About 50% of our gym members are back. Our revenue and MAUs are on a steep upgrowing trend now, with people using our gyms and online product and we only see ourselves continuously growing month-on-month as vaccination rates increase, and we add more supplies in our gyms and consumer sentiment picks up. We foresee that over the next few months, we should get back to pre-pandemic levels of general attendance and member activity,” shared Krishnaswamy. To accelerate the vaccination process in our country, Cult.fit is also offering free vaccination to its members and one of their family members. It would be focusing on improving its online group classes, upping gym safety, polish its hybrid model and consolidate local gyms under its network. Sharing the company’s vision, Krishnaswamy said, “We want Cult.fit to be completely synonymous with fitness. When you think fitness, you should only think of Cult. The second objective is that we want to be an iconic, youthful brand. We want people to really love Cult. We want to speak to them in a language that inspires them to get fit and not be in the annoyingly motivational zone, which a lot of fitness brands are. We want to be in the top league of fitness brands in India that really lead and define the category.”

We don’t want to show idealistic body types and extremely ripped, fit people in our ads: Naresh Krishnaswamy of Cult.fit

<ul><li><keyword id="3465872" type="PERSON" weightage="20" keywordseo="curefit">Curefit</keyword> has raised $75 million in the first tranche of series D round of <keyword id="6357455" type="UNKNOWN" weightage="20" keywordseo="Funding">funding</keyword>. </li><li>Its range of investors now include <keyword id="192487" type="PERSON" weightage="20" keywordseo="Anand-Piramal">Anand Piramal</keyword> Trust, Accel Partners, Kalaari Capital, IDG Ventures among others. </li><li>This takes the startup’s reported valuation to $500 million. </li></ul>Health and fitness startup Curefit has raised $75 million in a series D round. According to the filing sourced by Paper.vc, the investment was raised from Accel Partners, Anand Piramal, Kalaari Capital, IDG Ventures India and Pratithi Investment Trust. While the investment is a first tranche of a series D round, Curefit’s <a href="https://www.livemint.com/companies/start-ups/curefit-raises-75-million-valuation-crosses-500-million-1557206291458.html">reported</a> valuation with the recent fundraise goes up to $500 million. Curefit has not released an official statement regarding the fundraise. Curefit, founded in 2016 by Myntra co-founder Mukesh Bansal and former Flipkart Chief Business Officer Ankit Nagori, has gained popularity in India through its fitness centres - <keyword id="6825388" type="UNKNOWN" weightage="20" keywordseo="cultfit">Cultfit</keyword>, health app - Curefit, diagnostic centres - Carefit and yoga and meditation centres - mindfit. The duo’s success with their previous businesses seems to have rubbed off on their current venture too. In just three years, the startup has registered 4 lakh users for curefit, with 160 centres across Bengaluru, Delhi NCR, Mumbai and Hyderabad – all adding up to an annual revenue of $100 million. Curefit had last raised funding of $120 million in July 2018. Earlier, it had also raised funding from Bollywood actor Hrithik Roshan, who had been signed as the brand ambassador for the fitness startup in 2017. Roshan had <a href="https://inc42.com/buzz/hrithik-roshan-pours-in-878-2k-in-fitness-startup-cure-fit/">reportedly </a>invested $14.63 million in the startup. Since its inception, Curefit has acquired 5 <keyword id="6362513" type="UNKNOWN" weightage="20" keywordseo="startups">startups</keyword> in the <keyword id="245935" type="ORGANIZATION" weightage="20" keywordseo="Health-and-Wellness">health and wellness</keyword> space, and has been fast growing its business. The Bengaluru-based startup has also been <a href="https://tech.economictimes.indiatimes.com/news/startups/cure-fit-plans-to-enter-dubai-as-local-business-achieves-critical-mass/67579215">looking</a> at opportunities to go global with Dubai and Southeast Asian countries. See Also: <a href="https://www.businessinsider.in/healthifyme-indias-top-rated-healthapp-on-playstore-is-set-to-turn-profitable-this-year/articleshow/68900244.cms">This startup helping 9 million Indians lose weight may soon turn profitable</a> <a href="https://www.businessinsider.in/world-health-day-india-needs-laws-to-protect-online-medical-data/articleshow/68771225.cms">India has millions of medical records online but no law to keep the data safe</a>

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