Leveraged a deep cultural belief and married it with the insights impacting category usage

Northside leveraged a deep cultural belief and married it with the insights impacting category usage to arrive at a compelling proposition for the brand.

Through observation & research, it was found that most gym beginners drop off within a short while because they are discouraged with not getting adequate results.

The cultural belief in India, that to do well in any field one must begin well, was then used on gym-goers, urging them to start strong, once they decide to set out on their fitness journey, linking this to the product designed for beginners.

NorthSide team executed the entire BTL and ATL campaign with agency partners.