In a world where the clanking of heavy machinery and the reverberation of intense grunts form the backdrop of many gyms, actor Ranveer Singh offers a different perspective.
Assuming the role of the newly appointed ‘Motivator in Chief’ at cult.fit, a prominent sports and fitness brand, Singh is spearheading a gradual yet vital transformation in the realm of health and fitness. His message is clear: exercise shouldn’t be a chore; it should be a source of enjoyment.
Presenting a departure from conventional gym narratives filled with perspiration, intensity, and monochromatic montages, the brand’s latest advertisement, crafted by Bare Bones Collective, challenges these stereotypes head-on. Instead, it champions a world of vibrancy, amusement, and wholesome physical activity.
Reflecting on the ethos of cult.fit, Phalguni Aneja, the brand’s head, emphasizes, “Cult.fit has always been committed to infusing fitness with a sense of enjoyment and accessibility. The brand deliberately steers clear of the intimidating ‘gym bro’ culture often associated with machismo.”
Under Ranveer Singh’s stewardship, cult.fit’s collaboration marks a refreshing stride towards reshaping the perception of fitness, rendering it an inviting and spirited journey for all.