Emails that built recall
Campaigns that made cult.fit feel fun, human, and always top-of-mind.
My role
Concept development, copywriting, GTM strategy, project management, and collaboration with design, marketing & growth teams.
The Idea
Use cultural cues and moments to build quiet brand consistency through emails that weren’t transactional.
The brief
Create a consistent stream of everyday content that builds brand love, drives recall, and keeps cult.fit top of mind without selling the product.
Client
cult.fit (India’s largest fitness & wellness brand)
The Cult
Academy Awards
Reimagined the year’s Oscar films as inside jokes for fitness people.
Jurassic World Movie Release
Used Jurassic World to classify gym-goers as dinosaurs.
Student’s Day
Turned school bag nostalgia into a fitness metaphor.
Mother’s Day
Turned Bohemian Rhapsody into a Mother’s Day fitness anthem.
Father’s Day
Used fitness and desi vocabulary to capture the many types of Indian dads.
