Work­ing Hard on Fit­ness

MuscleBlaze, mar­keter of sports nu­tri­tion prod­ucts, will re­lease its first 30 sec­on­der on TV soon. In the mean­while, sam­ple the longer, dig­i­tal film.

The Brand Reporter - - ADVERTISING - By Su­raj Ram­nath su­raj.ram­nath@afaqs.com

Sports nu­tri­tion brand, MuscleBlaze, has re­cently launched its new dig­i­tal film ‘Tum Nahin Samjhoge’. The ad, con­cep­tu­alised by Medulla Com­mu­ni­ca­tions, fo­cuses on hard­core gym go­ers who al­ways work out and stay fit, no mat­ter what. The brand plans to launch its 30 sec­ond TVC soon. The ad film has been pro­duced by Sto­ry­tellers and di­rected by Arun Gopalan.

Ac­cord­ing to the data pro­vided by the com­pany’s spokesper­son, the size of the pro­tein sup­ple­ment mar­ket in In­dia is about `1200 crore. More than 30 sup­ple­ment prod­ucts are avail­able from MuscleBlaze.

Speak­ing about the brief given to the agency, Amit Tan­don, as­so­ci­ate vice pres­i­dent, MuscleBlaze, says, “As a brand we al­ways put our cus­tomers first and ac­knowl­edge that the jour­ney of fit­ness is full of sac­ri­fices and hard work. That’s why, in our brand film, we wanted to bring forth the life­style of fit­ness en­thu­si­asts and gym go­ers and recog­nise their ef­forts and sac­ri­fices.”

The brand’s core TG is 18 to 30 year old males from metro and non­metro cities.

Talk­ing about the chal­lenges, Kaus­tuv Pali­wal, mar­ket­ing man­ager, MuscleBlaze, says, “One of the ma­jor chal­lenges is fight­ing against coun­ter­feit prod­ucts and the mind­set of con­sumers that im­ported is the best. Th­ese are the ma­jor bat­tles that you fight as a brand.”

He adds, “The mar­ket­ing chal­lenge gets in the way of reach­ing con­sumers be­cause there is no mass chan­nel that we can use. There is a lot of wastage that hap­pens. What we mostly rely on is dig­i­tal mar­ket­ing which helps us reach our par­tic­u­lar TG. We as a com­pany rely heav­ily on be­low the line (BTL) ac­tiv­i­ties. We do a lot of sam­pling by go­ing to the gym or a small work­shop and get them to taste our prod­ucts.”

About the me­dia mix, Pali­wal says, “Since we are not a mass brand, our back­ground study was mainly about who our con­sumers are and what their affin­ity to con­sume the chan­nels is. We did a cer­tain study and ac­cord­ing to those affini­ties, some chan­nels were se­lected. It is not as easy as a hair oil com­pany where you end up tak­ing a Kapil Sharma show or some sports tour­na­ment. We will be present on mu­sic chan­nels and news chan­nels since most of the gyms put on MTV and let it run for two hours so that peo­ple are en­ter­tained with the mu­sic. So it is to­tally affin­ity based.”

Pra­ful Akali, founder and man­ag­ing di­rec­tor, Medulla Com­mu­ni­ca­tions, in con­ver­sa­tion with afaqs! about the chal­lenges, says, “The big­gest chal­lenge that we faced was get­ting into the mind of the gym goer. The sec­ond one was talk­ing to se­ri­ous gym go­ers but at the same time, not piss­ing off the non-gym­mer.”

Yes the ad fo­cuses on hard­core gym­mers but a lot of peo­ple make new year’s res­o­lu­tions to hit the gym for fit­ness. So afaqs! Reporter asked our dig­i­tal ex­pert if the tim­ing of the brand re­leas­ing the ad is cor­rect and

The brand’s core TG is 18 to 30 year old males from metro and non-metro cities.

“As a brand we al­ways put our cus­tomers first and ac­knowl­edge that the jour­ney of fit­ness is full of sac­ri­fices and hard work.” AMIT TAN­DON

if it is well ex­e­cuted.

Carl­ton D’Silva, chief ex­ec­u­tive of­fi­cer and chief creative of­fi­cer, Hungama Dig­i­tal Ser­vices, says, “Peo­ple make res­o­lu­tions on new year’s eve only to break them the very next day. The brand is speak­ing to the se­ri­ous kind and not to th­ese in­di­vid­u­als who merely put fit­ness on their list once a year... I loved the ad. It beau­ti­fies the art of dis­ci­pline for fit­ness/body build­ing. It’s a dif­fi­cult job but this one hit the nail on the head.” ■

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