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#HRXHeroChallenge was a user-driven digital campaign for the fitness-fashion brand HRX, where contestants had the creative liberty to recreate Hrithik Roshan’s reel to win the chance to be the brand’s next ambassador.


To showcase HRX’s Autumn/Winter collection in a fresh, unique and trendy format that directly connects with the consumers and creates an online buzz.


Break the pattern of traditional advertising by creating a campaign that turns users into creators. 

  • With a cinematic montage of Hrithik Sir’s hero shots wearing HRX’s new collection, the title ‘HRXHeroChallenge’ drives the message that we’re all heroes in our own ways. 

  • By studying the audience and their preferences, the campaign was created keeping in mind the brand’s target audience - the Gen-Zs and millennials. 

  • Utilizing Instagram Reels as the communication channel, the short-video format becomes widely accessible to anyone on the internet and as a result, generates wider audience engagement. 

  • With dynamic editing and groovy music, the overall packaging of the main video attributes to the rogue approach we took for the brand campaign.

  • The main video crossed over 4.5+ million organic views along with receiving immense love and appreciation from fans and the fitness community. 

  • As a contest, there were 500+ reels recreated and remixed with more than 17,000 shares and saves.  

  • We received a variety of entries, each unique and special in its own way - from the heartfelt entry by cancer warriors at CanKids KidsCan organisation to fitness lovers, the campaign successfully united fans across the country.

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