New Delhi, India – 3rd November, 2025: SW Network, in collaboration with Anytime Fitness India, has launched a witty and relatable campaign that captures one of fitness’s most common behaviours: people who buy memberships but rarely make it to the gym.
Centred around an Ad film, the campaign captures this everyday behaviour with humour and honesty, bringing to life a story that feels instantly familiar. Instead of focusing on guilt or pressure, the narrative leans into self-awareness, showing that even when we fall off the routine, there’s always a way to start again.
This set the tone for a larger and more relatable narrative. Once this proposition was established through the film, SW Network extended the thought to the rest of India’s missing gym-goers, the countless people who never showed up. They also went outdoors and installed multiple billboards in key, high-visibility locations each carrying a witty twist on the same idea.
“We wanted to approach a very real human truth with warmth and wit,” said Raghav Bagai, Co-founder, Sociowash.“This campaign is about saying we understand you, and we’re rooting for you.”
Vikas Jain, CEO of Anytime Fitness India, added, “At Anytime Fitness, our goal has always been to be more than just a gym. We’re a community that understands how life gets in the way, and we’re here to help people find their way back, not with pressure, but with positivity.”
“When we cracked the idea, it instantly felt right,” said Vaibhav Mukim, Creative Director at Sociowash. “It was simple, relatable, and full of heart. We didn’t need to exaggerate anything, the truth itself was creative enough.”
A blend of storytelling and visual wit, the campaign reflects Anytime Fitness’s promise of care and consistency, while continuing the brand’s mission to make fitness feel more personal, inclusive, and possible as part of its upcoming BeFitFest initiative.
Links:
Instagram: https://www.instagram.com/p/DQejXoDk_3A/
LinkedIn: https://www.linkedin.com/feed/update/urn:li:activity:7390037369514758144
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