#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.