Dreams Do Come True
A much anticipated follow-up to our successful campaign - #HRXHeroChallenge, here's how we captured the journey of the HRX challenge winners and inspired HRX's fitness community.
To develop and execute a film with the HRX challenge winners - Ayli and Pooja - and create aspiration in the HRX Community to work towards their fitness goals.
We chose a community-driven, organic approach that appeals to the target demographic - and inspires them to be a part of the HRX community by giving them an opportunity to not only meet Hrithik Roshan - but also partake in the campaign photoshoot with him.
The film essentially documents the journey of the challenge winners right from when they land in Mumbai to their entire experience with the campaign shoot.
Driven by pure emotions and real moments, we treated the film in an organic, and unscripted style interwoven with a storytelling format, to capture the heart-warming and unforgettable experience of the winners, enabled by team HRX.
This campaign set the tone of the brand, and emphasized its message of inspiring people to be the best version of themselves.
Being a follow-up to the #HRXHeroChallenge - this film took a detour from traditional marketing, and chose a story driven approach - from Reel to Real.
The campaign helped in fostering community building - and strengthened the brand connect. HRX is now widely recognised as a brand that puts community first.
It was recognised by Mad Over Marketing for leading the way in leveraging brand building - and actually walking the talk.
It garnered an organic reach of over 50k views across all social media platforms.
Through this initiative, HRX successfully created an aspiration amongst its community - and solidified its presence as a brand for the people.