Bureau, New Delhi
Cult; noun. a system of religious devotion directed towards a particular figure or object.
India is home to numerous beliefs, with cults that power billions of mindsets with their devotion. But when will health ever be a subject of such immense adoration?
Well everything good starts with a few baby steps, and maybe even with a few billboards.
Advocating on the belief that fitness, which includes workouts from boxing to Yoga, is for everyone, Cult has teamed up with MOMS to release a campaign that aims to build a community of fitness enthusiasts who share the same target - a healthy lifestyle.
The media strategy was to enable higher visibility through innovation and establish a truly innovative brand that believes in Cult being "YourNewPlayground". The campaign's target audience is people of the age group 22-35, the primary working generation that today struggles to establish a balance between health and employment responsibilities.
The Campaign was executed in Bangalore, with its core communication being #YourNewPlayground, that is being powerfully utilized to establish Cult as a space where people could come to get fit through combination of sports and group workouts.
Jayesh Yagnik - "We at Madison OOH has always believed in doing things differently and standing out from rest. This gets further amplify when the market is saturated and cluttered like it is in peak season time. We are glad that we have been partnered with cult not only in execution but also in ideation process. This is classic example of hyperlocal advertising through OOH with bang in a single market. We are excitedabout our partnership with cult as a brand and looking forward for making our association strongerand doing many more innovations in time to come. "
Cult Executives: "Cult choose MOMS to execute the innovations done on the OOH media at Domlur/Indiranagar flyover and also the Koramangala - Agara - Sarjapur site. We were happy to see that MOMS truly believes in Innovation and supported Cult at all stages, right from adaptation of designs to execution of the innovation. The experience with MOMS was amazing!! They ensured that the quality of the brand is upheld and payed attention to detail. Co-ordination with the execution team was seamless. We look forward to doing a lot more innovative OOH campaigns with them."