Yana in tow, Six Inches Communications to brand VibroGym

Model and actress Yana Gupta will be the company’s brand ambassador in India

Six Inches Communications, an agency which provides holistic branding services, has been appointed by health and fitness equipment supplier Trinity Health Tech, to look after the creative and media duties for VibroGym, a premier fitness product.

Apart from India, the product is to be advertised in four countries across Asia – Dubai, Singapore, Hong Kong and Australia. Six Inches Communications will handle the creative duties in all the countries. The media duties in all the countries, except India, will be taken care of by VibroGym itself. The budget allotted is around Rs 2 crore.

Model and actress Yana Gupta will be the company’s brand ambassador in India. Talking about Gupta’s association with the brand, Pravin Shah, head, Six Inches Communications, says, “Yana is a young face, and a fitness freak herself, which we thought would create an appropriate brand connect with the target group.” The target audience for the brand is fitness savvy and brand-conscious people in the age group of 18-50 years.

VibroGym booth at Beauty World, Dubai

The company may or may not use a brand ambassador to promote VibroGym’s products in the other countries. However, at Beauty World, Dubai, held in late May, the booths featured pictures of Gupta. “In the case of related countries other than India, and even some events, Yana is simply a model to promote the product, and not a brand ambassador,” reveals Shah.

“VibroGym requires a workout time of simply 10 minutes as compared to hours spent in the gym by youngsters and fitness conscious people. Today, when time is money, we plan to cash in on the USP of the product. Our communication will be aimed at altering the perception of people towards the idea of fitness,” says Shah.

The agency plans to promote VibroGym through print – primarily health and lifestyle magazines. Outdoor advertising and below-the-line activities, such as participation in exhibitions and trade fairs, are also an important component of the media mix. The promotional material and merchandising is ready; the campaign will be out in July.

Apart from looking at the advertising duties for VibroGym, Six Inches Communications will also take care of the branding and design for Trinity’s newly launched training academy. VibroGym’s products will compete with similar products in the market, such as Hero Honda’s soon to be launched Power Plate, which, it is learnt, has Sridevi and Boney Kapoor as endorsers.

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