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."
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.