‘Chief Excuse Officer’: Indian consumers get a much-needed push to exercise

In a first, fitness bike brand Cultbike.fit collaborated with stand-up artist Atul Khatri to create a buzz around its newest offering. In this unique proposition, the brand asked its target audience, the procrastinators, to share on social media the ‘lamest excuses’ they give to avoid working out. In a realistic world where not everyone has the inclination to work out or follow a routine, Cultbike.fit plans to change the game with this innovative campaign. 

The initiative involved an individual, who considers himself the epitome of being lazy, coming up with an excuse to delay exercising. The wittiest excuse maker would be declared the winner and stand a chance of being paid Rs one lakh a month (roughly $1,314) for three months and be appointed as the Chief Excuse Officer at the company. 

With this simple yet off-beat campaign, the brand encourages procrastinators to adopt fitness routines. The relatable and realistic content does not portray toned bodies and highly motivated people but instead shows individuals who often fail at keeping up goals and maintaining motivation. The communication aims to spread awareness among the masses to enjoy their exercising and also get first-time adopters conscious about their health and wellness.

What we see does more than motivate us

Consumers who follow micro or mega health and fitness stars on social media are often left wondering how they can look like them or achieve the ‘perfect’ version of themselves, thus giving rise to feelings like dysmorphia, a compulsive habit of digitally retouching one’s pictures, and other social anxieties. 

Cultbike.fit aims to tap into a group of consumers who delay exercising due to various excuses. According to Mintel data, over 80% of Indian consumers agree that it is important for them to lead an active lifestyle. The brand aims to encourage individuals to get their act together and take the first step towards transforming their lives by giving fitness and good health a chance. 

Being instrumental in encouraging consumers to lead a better life or adopt rewarding lifestyles is in line with the Mintel Trend “Help Me Help Myself”, which speaks about how consumers are learning new ways to nudge themselves toward better habits, and brands are recognising this and providing them the environment to achieve it. The initiative is also in line with the Mintel Trend “The Body Beautiful” which encapsulates that beauty standards are becoming more inclusive as self-love and authenticity lead as the true way to shine. With this campaign, Cultbike.fit highlights the importance of staying fit and healthy as a discipline and as a step towards good health instead of unrealistic health or fitness standards. 

Leading by example

The breakneck speed at which things are going has seen the strides companies are making in changing product lines as per consumer tastes across the world. From the list of initiatives taken by them the following stand out:

Kaya is leading the pack in the beauty segment with the mantra Beautiful Is You. The brand is trying to foster more inclusivity through technology to help consumers better understand their skin. Its digital AI tools are designed to better align itself with purpose-driven, younger consumers. Korean brand SPAO is the first local brand to display mannequins that have the shape, size, and girth of the average Korean, thus representing them in the true sense. 

On the other hand, McDonald’s China is leading the pack in the fast-food space with a revolutionary idea of replacing some of the normal seats at the outlet with an exercise bike. No calories ingested here would be laden with guilt!

What we think

The threat of COVID-19 still lingering, consumers are turning to brands to provide a roadmap for them to address their health and wellness concerns. It is definitely a treat and motivating factor when brands come up with ingenious ways to create a more honest representation of their target audience and better sell to them. By choosing an ambassador who embodies the average Indian male, known for his ‘chalta hai’ attitude to life, Cultbike.fit is appealing to consumers who hold similar ideas about fitness and life in general. The cross-promotion works brilliantly for the consumer too, who resonates with such quirky ideas. It gives them the spark and makes them realise that it is beneficial to be concerned about one’s health, too. 

As consumers start their journey of improving their lifestyles, brands that help them stay on track with their personal goals and provide better, healthier options to their daily choices will be sought after.