DDB Mudra creates hard-hitting digital campaign #ZiddiHoonMain for MuscleBlaze
The campaign displays the strength that drives fitness enthusiasts to go against the grain every single day in pursuit of their passion
We are a culture that has always placed a premium on intellectual pursuits rather than athletic ones. In this culture, fitness and sports enthusiasts have always been considered unusual, sometimes even aberrations. With their passion often misunderstood and commitment questioned by everyone around them, it is hard to imagine the source of their unbreakable determination. Their passion demands of them a tough disciplined life and a lifestyle that cannot be compromised with, particularly the nutritional aspect.
By leveraging these rich insights straight from the lives of fitness and sports enthusiasts, MuscleBlaze celebrates their spirit and ‘never-say-die’ attitude and supplements their efforts by catering to their distinct nutritional requirement. The hard-hitting digital campaign – Ziddi Hoon Main (English translation- I am Stubborn) - created by the DDB Mudra Group, positions MuscleBlaze as the expert that not only provides enthusiasts with their dietary requirements but also understands their life and challenges. The brand understands that the force that drives fitness enthusiasts to go against the grain every single day in pursuit of their passion, is their own indomitable spirit.
The visuals are shot in dingy gyms, hard and unforgiving play arenas, both indoors and outdoors, where these fitness enthusiasts sweat silently without giving in to the questions hurled at them. What stands out in the film is not only the challenges that it portrays but also the diversity of people who identify as fitness enthusiasts. There are prevalent biases against women, senior individuals, differently-abled individuals when it comes to athleticism and the film highlights these biases as well. At the end, it is a celebration of the victory of passionate and adamant individuals and their unbending will against all odds. Sameer Maheshwari, CEO & Founder, Muscleblaze said, “Muscleblaze is committed to connect and communicate meaningfully with fitness enthusiasts. We believe Zidd as a concept will strike an instant chord with fitness consumers and strengthen Muscleblaze’s position as a leading sports nutrition brand in India.”
Amit Tandon, Business Head, Muscleblaze said, “Ziddi Hoon Main is a step ahead in our endeavour to establish Muscleblaze as a brand that truly understands fitness consumers. Every fitness enthusiast is stubborn to an extent to achieve his fitness goals and Ziddi Hoon Main brings out this insight via a stylized and classily crafted AV.”
The film has garnered 1.4 million views on Facebook and half a million on YouTube and Instagram, well within the first three days of its release. Kaustuv Paliwal, Marketing Manager, Muscleblaze, “Post the tremendous success of our first campaign Tum Nahi Samjhoge, expectations were very high from our second campaign. Ziddi Hun Main has passed the litmus test with flying colours with very high social engagement and more than 1 Million digital views within 24 hours of launch.”
Talking about the campaign, Brijesh Jacob, Chief Creative Technologist, DDB Mudra Group said, “The brand team had just come off a huge hit with Tum Nahin Samjhoge. The benchmark had been set. But more importantly we felt that it was time to lay down a platform that can be ownable and on which we could build the brand. Zidd, is that platform and we believe is easily extendable to both internal as well as external audiences.”
Creative team: Brijesh Jacob, Preeta Mathur, Anu Gulati, Subhashish Datta, Manoranjan Kumar, Vivek Bhatia, Dharini, Tom Jose, Anuj Arora, Tejas More, Amar Singh Bhagat
Account planning: Tushar Handa
Account management: Hemant Singh
Tech team: Khubruy Mehta, Deepu Cherian, Krishna Gupta, Vijay Khamitkar, Hitesh Indap
Media Planning team: Sagar Govindaraju, Svetlana Lasrado, Soumendu Adhikary
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