Fever FM & Suniel Shetty Bring You Mission Fit India
Written by crucible on June 13, 2018
Being healthy and fit isn’t a fad or a trend, it’s a lifestyle. Bollywood’s fittest superstar Suniel Shetty, Fever FM and My FM have come together to launch ‘Mission Fit India’, a 120-days Fitness Festival at a scale that India has never seen before. Celebrities, influencers, RJs and leading fitness & wellness experts will spearhead Mission Fit India that aims to ‘make India healthy’. The power and reach of the program will ensure this movement travels far and wide and creates a change across our country.
The movement is designed on the insight that people feel “Getting fit is a tough and time-taking task, which needs resources and involves rigorous diet and exercise regime”. The goal is to encourage every Indian to be fit and challenge the misconception that getting healthy is complex, time consuming and arduous.
Mission Fit India will playout daily across 13 Fever FM cities and 30 My FM cities. The reach of the campaign will further be amplified through digital platforms and strategic tie-ups with Jio Cinema, Jio Music, Saavn and Tata Sky, which shall host unique video and audio content. The campaign will be promoted across print media across the country and will be supported by various on ground activations taking the cumulative reach of this campaign up to a staggering 220 million people across the country.
The movement pans four phases across 120 days. Mission Fit India will be led by Suniel Shetty and consumers across all platforms shall be mentored by Baba Ramdev and Acharya Balkrishna apart from an army of fitness experts. The goal is to simplify fitness for every citizen of the country. The four phases spread over 120 days are ‘Fit Basics’, ‘Suniel Ki Sena’, ‘Fitness Wars’ and ‘Finale’. Each phase addresses a key challenge that people face in their endeavor to get fit.
‘Fit basics’ addresses the myths and excuses that people often encounter. In this phase, audience can speak with Suniel Shetty who will give personalized fitness advice to listeners. In the second phase, ‘Suniel Ki Sena’, 18 fitness experts from various regime of fitness shall guide the audience on fitness, simple exercises, mind health, body transformation, wellness and nutrition. The third phase of the campaign will see the RJs across 43 cities of Fever FM and My FM, enter a challenge to become the fittest. Each RJ shall also select a listener from their respective city, who will take up the challenge with them. The teams shall over the next few weeks, follow a carefully crafted fitness and wellness plan by Suniel Shetty and his ‘Sena’. In the final phase of Mission Fit India, the top performing RJs and their buddies will travel to Uttarakhand for a concentrated transformation challenge where they shall fight it out to be proven fittest.
Commenting on Mission Fit India, Harshad Jain, CEO Radio and Entertainment, HT Media Ltd. said, ‘ Fever FM has always focused on the listeners and offered them initiatives that have a deep connect. There’s no dearth of knowledge and programs for someone who has time and makes effort to get healthy. But there are very few accessible programs for someone who is time poor and has a very busy schedule. Mission Fit India from Fever FM, FTC and My FM is a health and wellness movement for that busy person with responsibilities – housewife, working woman and corporate executive. And for someone who is not into extreme fitness to get healthy with ‘ease and simplicity’ by being in their very space – kitchen, home or office. We are sure this is the biggest health initiative in the history of radio. Fever FM is proud to be the thought leader who establishes firsts in the radio category – music innovation, radio dramas, new genres of content, reality on radio, first on-air wedding, and now the biggest ‘health and fitness movement’!