Leading Brands Join Forces with Anytime Fitness in No-Ads Movement
New Delhi: Anytime Fitness, the world’s largest gym chain announced its collaboration with Firefox Bikes (@firefoxbikes), Hero Lectro (@herolectro), Luxury Ride (@luxuryride.in), Hisense India (@HisenseIndiaOfficial), Max Protein (ritebite_maxprotein) and TCL (@tcl_india), along with Anytime Fitness’s Be Fit Fest 3.0 campaign with the message to not rely on promotion and advertisements, but rather let the quality and work be the voice for brands.
Be Fit Fest 3.0, the month-long social media campaign announced by Anytime Fitness was launched on 15th August 2024. It spread the message that fitness doesn’t need to be promoted through advertisements and flashy products. Continuing with the message and going against traditional marketing norms, reputed brands such as Firefox Bikes, Hero Lectro, Hisense, Luxury Rise, Max Protein, and TCL also jumped on to the wagon and spread the message that one doesn’t need flashy advertisements or expensive equipment to thrive. By rejecting the idea that products need a lot of advertising to be successful, these brands are showing their commitment to a more honest and environmentally friendly way of doing business.
Where Firefox emphasized on the significance of having that fire in your DNA, Hero Lectro and TCL put forward the sheer significance of brand value and trust and how no ads or promotion can replace them. Automotive aggregator LuxuryRide.in and technology appliance company Hisense joined the campaign too, to iterate on the campaign. Max Protein emphasized the importance of healthy snacking along with one’s fitness journey.