SW Network bags creative mandate for Anytime Fitness India

SW Network, the independent integrated agency known for shaping culturally resonant brand stories, has been awarded the creative mandate for Anytime Fitness India, a leading fitness chain and a part of the world’s largest gym franchise.

With this strategic partnership, SW Network will helm the brand’s creative and digital communications across platforms, ushering in a new phase of storytelling for Anytime Fitness in India. From defining a sharper content ecosystem to launching high-impact, community-driven campaigns, the agency’s remit includes amplifying brand affinity, driving deeper engagement, and reimagining how fitness is experienced.

The partnership is already in motion, with SW Network crafting a series of upcoming digital campaigns that tap into the culture of everyday fitness including high-energy brand films, influencer-led formats, quirky gym truths, and storytelling that celebrates consistency over perfection to bring a fresh, contemporary voice to the brand.

Commenting on the partnership, Vikas Jain, managing director at Anytime Fitness India said: “We believe fitness is personal and the way we tell our story should be too. In SW Network, we found a creative partner that truly understands today’s consumer and the nuances of the fitness journey. Their strategic clarity and cultural fluency make them the right fit as we solidify our positioning in India.”

Raghav Bagai, co-founder, SW Network added: “Fitness is no longer just a trend, it’s a lifestyle. With Anytime Fitness, we see an opportunity to build an always-on brand that speaks to real people with real goals. Much like brand building, fitness is about consistency. From moment based marketing to focused campaigns, we’re here to keep the narrative strong, steady, and unmistakably Anytime.”