Staying fit is one of the biggest concerns that haunt us all the time, in the busy lives we live. And a proper knowledge of fitness is something that has eluded many.
So dairy company Danone has come to the fore by launching its Stay Fittum Fit campaign to teach Indians how to stay fit. By transforming three busy bus stops into mini gyms – those at Andheri-Lokhandwala, and Lilavati Hospital and Joggers’ Park – they want people to engage in a quick workout session, and have a healthy start to the day.
But considering that it’s just two days at each centre, do the organisers believe that it will bring about a change in the attitude? Marketing head of Danone India, Swati Jain thinks so. “The basic idea is to emphasise on the importance of fitness in a tight daily schedule through exercise and healthy eating habits,” she says. “Through this programme, we provide interaction with specialised gym instructors for active exercise tips. Yes, the programme is slightly short in duration, but our aim is to deliver a lasting impact on the consumers that we interact with, rather than reach out to more people and lose the key message in the process. Also, with the outdoor burst of more than 130 bus shelters across the city saying ‘Stay Fittum Fit’ and multiple mentions on the radio, we think we’re in the right direction.”