cult.fit OOH campaign weaves in topical puns & regional humour

cult.fit uses pop-culture references, topical context, regional references, and humour in their latest OOH campaign.

The new cult.fit hyper-local OOH campaign, rooted in humour, aims at making hoardings fun, vibrant, and Instagrammable. The campaign attempts to find an answer to one of the biggest impediments to starting or sticking to a fitness journey i.e. the ‘bed-to-gym’ struggle.

With content play on the hoardings, cult.fit, through the campaign, conveyed the milestone of 500 centres across the country with a takeaway of “there’s a cult always near you.”

The campaign addressed, in local slang and everyday moments, the age-old conundrum of ‘time and distance’ enabling people to battle the excuse of not having a gym nearby for being unable to stick to their fitness goals.

Sprawled across 180 hoardings, in dense neighbourhoods and micro-markets, especially where cult.fit has maintained a high concentration of centres, the OOH campaign is today active at airports, highways, markets, malls, and central business districts.

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The brand leveraged regionally tailored, recognizable lingo such as 'Auto Nakko Bulao, cult Chalke Jao’ or ‘Agla Stations: cult Center’.

Such relatable pop-culture references, topical contexts, and designs helped the brand achieve high-retention.

Adding a layer of interactivity is the integration of their offline efforts, on their social media platforms, the brand leveraged the same concept inviting the netizens to take part in doodle challenges, online games etc. further promoting the core campaign message.