New Delhi: Fever FM, FTC and MY FM in partnership with Patanjali, today launched India’s first 120 days fitness festival “Mission Fit India”in New Delhi. Bollywood actor Suniel Shetty will be spearheading this immersive movement. The event witnessed the presence of Yoga Guru – Yog Rishi Baba Ramdev andAcharya Balkrishna, Managing Director of Patanjali. The 120-days fitness festival is divided into four phases and will reach people across 43 cities in India.
Speaking on the occasion, Acharya Balkrishna said, “Swami Ramdev, Bhai Suniel Shetty & I have come together on a fitness mission to help people understand how Yog Ayurved can help us in leading a healthy life. We have come together for the common intention of busting all myths about fitness and making every household aware and interested in the simplicity of the ways of staying healthy. I am very happy to be a part of Mission Fit India because there has never been a fitness mission of this magnitude in the country!”
The objective of “Mission Fit India” campaign is to encourage every Indian to be fit and challenge the misconception that getting healthy is complex, time consuming and arduous.
Sharing views on the fitness festival,Yog Rishi Baba Ramdev said, “Like every coin has two sides, so does your health- body & mind, and both need equal attention for your complete wellness. Yog & Ayurved take care of both and Mission Fit India will tell everyone how. Being fit is not all about having a sculpted body; if it’s not supported by a healthy mind then all efforts are futile. Mission Fit India is all about holistic wellness which is the reason why I could easily relate to it and am happy to be a part of their common intent of making India fitter and aware of fitness realities”
The four phases spread over 120 days are ‘Fit Basics’, ‘Suniel Ki Sena’, ‘Fitness Wars’ and ‘Finale’. Each phase addresses a key challenge that people face in their endeavour to get fit.
‘Fit basics’ addresses the myths and excuses that people often encounter. In this phase, audience can interact with Suniel Shetty who will give personalized fitness advice to listeners. In the second phase, ‘Suniel Ki Sena’, 21 fitness experts from various regime of fitness including Vrinda Mehta (Celebrity Fitness Trainer), Kanchan Koya (Creator of Spice Spice Baby) and Vivek Ratnani (Celebrity Chef) amongst others, will guide the listeners on fitness, simple exercises, mental health, body transformation, wellness and nutrition.
Commenting on Mission Fit India, Suniel Shetty, said “Fitness is an area where there is yet to be a concerted effort in this country. While this generation constantly worries about getting fit, the lack of correct guidance and inertia due to myths and misconceptions hampers people from taking an active step in that direction. The aim of this movement is to simplify fitness for every citizen of this country.”
The third phase of the campaign will see the RJs across 43 cities of Fever FM and My FM, enter a challenge to become the fittest. Each RJ shall also select a listener from their respective city, who will take up the challenge with them. The teams shall over the next few weeks, follow a carefully crafted fitness and wellness plan by Suniel Shetty and his ‘Sena’.
Commenting on Mission Fit India, Harshad Jain, CEO Radio and Entertainment, HT Media Ltd. said, “Fever FM has always focused on the listeners and offered them initiatives that have a deep connect. There is no dearth of knowledge and programs for someone who has time and makes an effort to get healthy. However, there are very few accessible programs for someone who is time poor and has a very busy schedule. Mission Fit India from Fever FM, FTC and My FM is a health and wellness movement for that busy person with responsibilities – housewife, working woman and corporate executive. And for someone who is not into extreme fitness, to get healthy with ‘ease and simplicity’ in their very space – kitchen, home or office. We are sure this is the biggest health initiative in the history of radio. Fever FM is proud to be the thought leader who establishes firsts in the radio category – music innovation, radio dramas, new genres of content, reality on radio, first on-air wedding, and now the biggest ‘health and fitness movement.”
In the final phase of Mission Fit India, the top performing RJs and their buddies will travel to Uttarakhand for a concentrated transformation challenge where they shall fight it out to be proven fittest.
Mission Fit India will playout daily across 13 Fever FM cities and 30 My FM cities. The reach of the campaign will further be amplified through digital platforms and strategic tie-ups with Jio Cinema, Jio Music, Saavn and Tata Sky, which shall host unique video and audio content. The campaign will be promoted across print media across the country and will be supported by various on ground activations taking the cumulative reach of this campaign up to a staggering 220 million people across the country.
Commenting on the reach of Mission Fit India campaign, Rahul J. Namjoshi, Business Head of My FM said, “We are delighted to present Mission Fit India – an initiative which will change the perception about fitness in the country. Fitness is an essential part of our everyday routine and due to hectic schedules it often takes a back seat. My FM is the largest radio network in tier 2 and 3 cities and our wide reach will be the ideal platform to reach out to our audience. We are hopeful that this will be a grand success and will help in bringing about an effective change across the country.”
Commenting on Mission Fit India, Jio Spokesperson said, “Fitness is of key importance in this fast-paced world. For a mind to be fit, the body needs to be fit, is the mantra we follow.
While we strive to deliver more value to our 196+ MnJio users, this exclusive partnership with Mission Fit India will provide best in class fitness content for all our Jio users via JioSaavn&Jio Cinema, for leading a very healthy life.”
At Jio, we also persuade our employees to focus on fitness and play a sport. We have built a state-of-the-art sporting facility in our campus to motivate our employees.
Celebrities, influencers, RJs and leading fitness & wellness experts will spearhead Mission Fit India that aims to ‘make India healthy’. The power and reach of the program will ensure this movement travels far and wide and creates a change across our country.