Amrutanjan x IPL 2020: Blending Legacy with Digital Disruption
Amrutanjan Health Care Ltd. is one of India’s most trusted wellness brands, known for its iconic pain relief balms and health products.
Revofit, created by Revolutionary Fitness Pvt. Ltd., is a holistic health and fitness app offering a 360-degree approach to lifestyle wellness. Backed by the makers of Saffola and Parachute, Revofit was designed to help users take charge of their health through personalized fitness, nutrition, and wellness tools—making it a smart companion for India’s rising tribe of digital health seekers.
Several studies of the Indian retail fitness services market estimated that there are approximately six million active users in the country. These users are spending in the range of $350 to $400 on fitness services annually, making this industry a $2.6 billion market, this is where Revofit Comes in as a challenger brand, wanting to change the status quo, and all the potential to be the next fitness app on your phone. The ask from us included the following :
While the fitness industry has been inching towards digital adoption, the pace was rather sluggish during the time of our campaign. The fitness industry in India was unorganized and fragmented, with access to top-of-the-line fitness offerings mostly restricted to urban areas. In addition to this, many of these services were heavy on the pocket, especially for the Indian middle-class.
Based on the brief and given that the ask was challenging in its own right, our strategy was tailor made to ensure that we were identifying the right platforms to be present on. We decided to plug content into the picture which was to drive meaningful brand interactions with quantifiable call to actions.
We ensured that our creatives were being served to a set of audiences that were most likely to install the app and subscribe to trainers. 96% Of our Overall Planned Installs across 3 Months, were delivered in 25 Days, by utilizing just 28% of the total budget that we had allocated over 3 months. To achieve these results we ensured that
