Emails that built recall
Campaigns that made cult.fit feel fun, human, and always top-of-mind.
Client
cult.fit (India’s largest fitness & wellness brand)
My role
Concept development, copywriting, GTM strategy, project management, and collaboration with design, marketing & growth teams.
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.
The Idea
Use cultural cues and moments to build quiet brand consistency through emails that weren’t transactional.
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.
