HRX SS’22

HRX is a brand by the actor Hrithik Roshan along with Exceed Entertainment and Myntra with the tagline “Keep Going” to inspire people to achieve their fitness goals.

Brief

To create an upbeat and unique film for HRX which caters to their target demographic while also displaying their new and vibrant apparel collection.

Approach

To launch the spring-summer collection, our creative vision for the campaign film was to have a fun and fresh vibe that also captured an unseen side of Hrithik Roshan and set the brand tone. 

 

With an opportunity to shoot the industry’s fittest and hottest celebrity, we decided to break away from a traditional collection launch. Instead, we conceptualized the film to appeal to the millennial TG of HRX - and complement the summer vibes. Not only would this capture the desirability of Hrithik Roshan but also establish HRX as a brand that is in touch with the trends of the moment. 

Execution
  • To promote the sports and apparel line, we captured Hrithik Roshan’s groovy energy during the shoot, which effectively reflected a playful and high-spirited side of him.

  • Music is an integral element to complement the tone of the film - and by choosing a fresh and energetic soundtrack - we elevate the mood of the overall collection - thus appealing to the Gen-Z and millennial audience. 

  • The grooves, the moves, the looks - were all stitched together with dynamic cuts to stylistically highlight the cool Spring-Summer HRX Collection.

Impact
  • HRX as a brand has garnered over 800 crores in revenue in the e-commerce space - and has affirmed its status as a sports apparel brand in the industry. It has been a pleasure to be a part of this journey and create meaningful content that elevates the brand. 

  • The SS '22 Film garnered over 2.8 Million organic impressions.

  • Leveraging YouTube Shorts as a platform, the film amassed a huge number of views and generated sales for the brand.