afaqs!

Danone encourages Mumbaikars to 'Stay Fittum Fit'

By Surina Sayal , afaqs!, Mumbai | In OOH News | April 12, 2011
The dairy brand has fabricated mini gyms at a few bus shelters in Mumbai to promote the message of a healthy and active lifestyle.

The dairy company Danone has launched an innovative fitness drive in Mumbai. As part of its 'Stay Fittum Fit' campaign for its flavoured yoghurts, Danone has transformed a few bus queue shelters into mini gyms.

Besides sampling, the aim of this initiative is to garner awareness amongst Mumbaikars on the significance of exercising and to stay fit amidst the hustle and bustle of their daily lives.

Based on the high number of footfalls, bus shelters have been identified at Andheri, Lokhandwala, Bandra's Lilavati Hospital, and Jogger's Park for this on-ground activation. The activity that began last week has Danone promoters advising commuters to step into the mini gym and do a quick workout session while they wait for their respective buses. And, at the same time, Danone's yoghurts are being offered to the people for free sampling.

Discussing the initiative, Swati Jain, head -- marketing, Danone, tells afaqs!, "Danone's yogurts are fortified, high in calcium, and positioned as healthy alternatives to snacks. But, at Danone, we have always been of the opinion that simply consuming healthy food is not good enough; it must be supported with a 30-minute workout session regularly, in order to stay fit."

The company, through this mini gym initiative, aims to reach out to people, and urge them to take a break from their busy schedules and do some basic exercises such as stretching and push-ups, using these gym equipments.

Danone claims to have reached out to over 2,000 people already in the span of one week, and intends to talk to many more before the campaign ends in another 15-20 days.

Jain also shares that it is a limited campaign as permissions have to be secured to roll out something like this at bus shelters. The campaign has been launched only in Mumbai at the moment, but the brand has plans to take it to other cities, depending on customer response.

The brand's outdoor campaign at around 135 bus shelter panels across the city also started mid-March, and will go on for another 20 days. Radio advertising is also being done on channels Radio Mirchi 98.3 FM and Radio City 91.1 FM.

Danone, for the record, is a Fortune 500 company, with 160 plants and around 80,000 employees, with a presence across five continents, and over 120 countries. In 2010, Danone recorded 17.01 billion Euros in sales.

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