Fitbit, now part of Google, has rolled out a brand new digital-first campaign – “Sweetest Diwali gift isn’t a sweet” to strengthens Fitbit’s ongoing 360-degree marketing activations and partnerships while tapping one of the most celebrated festive seasons in India, to urge people to give a gift of health to their loved ones.
As part of the festive campaign strategy, Fitbit has unveiled a digital ad film about a Fitbitten family. It showcases how the mother – played by celebrity actor, Neena Gupta – uses the Daily Readiness Score (coming soon)from her Fitbit Charge 5 to plan for an easy day if she sees a low score and breaks into a dance workout when she is all set with a high score. Set in Diwali fabric, the film is aimed at encouraging the consumers to prioritize health and wellness just like Neena Gupta and make the best decisions for one’s body, mind, and health. In line with the accelerated shift towards a more digital world, the Diwali campaign is being seeded across YouTube, Facebook, Instagram, Twitter, OTT platforms, social media, and other websites.
During this festival time, Fitbit has also announced attractive discount offers up to 15% off on Fitbit smartwatches and trackers starting from 9 October till 7 November. Also, customers can elevate their health & wellness journey through insights and guidance by subscribing to Fitbit Premium.
“We have always communicated about the importance of health and wellness in our lives, and we will continue to sharpen our digital-first approach to reach our target audience and reiterate our mission of putting health and wellness at the center of everything we do. All our campaigns have focused on weaving real-life stories knitted in social fabric-filled emotions to narrate the impact of using the Fitbit platform in an immersive and compelling way, across multiple customer touchpoints. Earlier in the year, we pivoted the storyline of a work-from-home mother for the Holi campaign and how she manages stress using Fitbit. Our recent Rakhi campaign that successfully garnered 33 million views on YouTube conveyed the message of gifting a band of wellness, good health, and long life to your siblings,” said Fitbit India spokesperson
With a strong presence in the health and fitness wearable market, Fitbit has been one of the leading brands driving healthy behavior changes in people since its inception. Over the years, Fitbit has been driving conversation with its audience on the social media landscape in India and has cultivated a strong and loyal online community.
In partnership with digital influencers “Friends of Fitbit”, Fitbit has been building mental health literacy and awareness for mindfulness throughout the pandemic. Tapping India’s biggest wellness event, International Yoga Day, Fitbit came together with leading Yoga influencers to reiterate the importance of holistic wellness and drive conversations around mindfulness. Sleep was another key consumer concern around which brand-led conversations across traditional media and digital influencers to educate consumers on better managing sleep using the sleep insights from Fitbit and guidance through Fitbit Premium.
Fitbit had also partnered with actor-turned fitness enthusiast – Milind Soman to drive home the message on the importance of an active lifestyle and celebrate ‘Azadi Ka Amrit Mahotsav’, marking the 75th year of India’s Independence more special at the Unity Run.