Rediffusion-Wunderman bags Proline Fitness' digital business

By Kapil Ohri , afaqs!, New Delhi | In Digital | November 25, 2010
Proline Fitness will spend about 60 per cent of its marketing budget on digital media. In December, it will roll out a campaign titled Fit India Movement.

Rediffusion-Wunderman, the direct marketing arm of Rediffusion Y&R, has bagged the digital business of India-based fitness-equipment company, Proline Fitness.

Speaking to afaqs!, Rajiv Walia, chief executive officer, Proline Fitness, says, "We will use digital media to promote the concept of fitness and also our equipment. About 60 per cent of our marketing budget will be allotted to digital media. The rest will be used for print advertising through newspapers and magazines."

He adds, "Digital media will be used for brand building, creating awareness about our fitness equipment and driving sales. To begin with, Rediffusion-Wunderman will revamp our website (, launch a campaign titled Fit India Movement in the second week of December and also handle our presence on Facebook and Twitter."

"Through the Proline Fitness website, we will try to create awareness about the importance of a fitness regime, inform how to use the fitness equipment more efficiently, share details about workout regimes, rope in leading fitness experts to guide users and share diet plans," Roy Menezes, creative director, Rediffusion-Wunderman, tells afaqs!.

Interestingly, the company has trademarked the words 'Fit India Movement', which it will use in the upcoming campaign.

Proline Fitness sells fitness equipment through its 50 exclusive stores spread across 30 cities in India. It also supplies equipment to leading gyms, such as Talwalkars, Gold's Gym and Snap Fitness.

For the record, Proline Fitness is part of Cravatex, which represents the Fila brand in India. Rediffusion-Wunderman also handles the digital duties of Fila.

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