Several companies are taking cues from Indian prime minister Narendra Modi’s call to promote cleanliness and fitness among Indians (from Swachh Bharat to Fit India), in order to promote their brands.
Several brands, including British consumer goods major Reckitt Benckiser, are taking cues. “For us we genuinely want to work towards betterment of consumers and if there are initiatives and platforms working on the same cause then we would put the brand muscle and brand name behind it to take the message forward,” said Chief Marketing Officer, Reckitt Benckiser (RB) Health South Asia.
Reckitt Benckiser launched a new variant of its popular pain relieving brand Moov, which was endorsed by former cricketer Gautam Gambhir. The Moov Advance gel was launched with a social media campaign that began last week inspired by the government’s Fit India movement. The social media campaign saw influencers and celebrities use the hashtag MakeYouMoov and FitIndia to promote their favourite fitness movements.
“In an endeavour to support Prime Minister Narendra Modi’s vision of ensuring a Fit India, Moov launches #MakeYourMoov challenge with former cricketer Gautam Gambhir,” the company said while launching the campaign.
Indian prime minister Narendra Modi launched the Fit India movement on National Sports Day aimed at mobilising the country’s citizens to participate in sports and other fitness activities.
Few years back, the Indian PM had launched the Swachh Bharat initiative a nation-wide campaign to clean up the streets, roads and infrastructure of India’s cities, towns, urban and rural areas.
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