FITPASS announced its Fitsters campaign with the objective to promote the idea of a flexible approach to fitness and wellness “Your fitness. Your way”. The campaign demonstrates FITPASS’s commitment to revolutionising the fitness industry, making it accessible, affordable, and tailored to each person.
“Our aim is to inspire individuals to embrace fitness as a part of their lives, without feeling the unnecessary pressure of extreme imagery created by the traditional fitness players. We are building a diverse community of Fitsters for whom fitness is a unique journey that is simple, fun and enjoyable pursuit. Besides a series of films, the campaign also includes a variety of engaging activities and collaborations with influencers to create a significant impact,” Akshay Verma, co-founder, FITPASS, said.
The campaign has been conceived and created by Vector Brand Solutions who were appointed the Agency on Record for FITPASS in November 2022. Vector Brand Solutions is a brand-first full-funnel creative agency, based out of Mumbai and is part of Quotient Ventures.
“The campaign highlights the everyday fitness journeys of ordinary individuals, demonstrating FITPASS’s wide range of offerings tailored to individual needs. We have coined a unique brand IP descriptor for the new age fitness audience mindset, termed “Fitsters” – The term Fitster was conceived and designed to acknowledge and represent today’s fitness seeker and allows the brand to engage with them at an empathetic level as well as at a solution level, with a single message of enabling ‘Fluid Fitness’,” Paul Dueman, chief business officer, Vector Brand Solutions, said.
The integrated campaign spotlights FITPASS as the ultimate fitness and wellness destination in India, championing a holistic approach and redefining traditional fitness norms by emphasising that fitness isn’t one-size-fits-all, needn’t be expensive, and shouldn’t be rigid.