Bringing top gear performance wear, to everyday Indian athletes.
- Client : Tego Fit
- Project Category : Brand Strategy, Brand Collaborations, Motion Design
Athleisure wear became the new normal in India. From the gully boy to the 30-something CEO, comfort was not tied down to lose pyjamas anymore. The concept and being of an athlete was metamorphosed from a serious sportsman to that of an everyday fitness enthusiast. In such an everyday-changing scenario, TEGO had to stand out and be relatable to the new age Indian man.
We had to find out what was unique about brand TEGO that would make it acceptable, loved and wanted in the eyes of an everyday athlete. So, we studied top 30 Indian cities, drafted multiple user personalities basis our study and crafted an identity for the brand that gave it a unique tone of voice, look, feel and purpose of being.
“Keep At It”
As an indigenous brand bringing global standards of heavy duty performance wear to an everyday Indian man; we had to create something that would be recognized and loved by all, pan-India. We developed a bold, sassy yet empathetic campaign calling it – ‘Keep at it’ – a call to action slogan that brought in a sense of relatability and sense of belonging from everyday gym-goers.
‘Keep at it’ was our active slogan for action. Helping everyday athletes to not give up on the journey they started, we began to build a belief system in line with the essence of the brand – i.e. a coach who doesn’t give up on his/her trainees.
As a brand that had just taken birth, we found most of our consumers online on Instagram. Hence, it made sense to target them first.
Collaborations were key to reach out to this audience. Which is why, we handpicked real athletes from around India, experts in their own fields of yoga, running, boxing, body builders, freehand artists, sneakerheads, calisthenics, and more – to talk about their struggles and fears. We wanted to highlight the human side of the everyday struggle and the innate human power in us, to overcome our fears. This approach helped us reach out to the common man who was in need of an ‘uncommon coach’, unattached to the magazine covers of Bollywood-influenced, steroid-pumped men.
To ensure the brand was not overlapping with any other market leader, we drew up a list of parameters for choosing a social influencer. Bold, empathetic, real-life heroes in their own right, unbiased and in love with true fitness were some of the key characteristics we looked for in every collaborator. Basis instagram data insights, we drew a plan to connect with leading fitness influencers, as per geographical mapping, rather than publicity. Breaking the country into north, south, eat and north-east, we connected with them as per their niche qualities from sneakerheads to yoga gurus, no-nonsense gym lovers to marathon runners. The response from each of them was a welcoming one, since they found relatable product ideologies to connect with. Every micro influencer counts in making a real difference, which is why our targeting and promotional strategies for each fitness expert was different from the other.
Since brand TEGO wasn’t just a single product entity, we began to create snackable video content focusing on the range of TEGO products with one single aim – TEGO’s ability to offer a holistic, one-place-to-go-to performance wear, for all kinds of athletic pursuers. 3 distinct personalised workout kits were created for runners, yoga lovers and outdoor field athletes. T-shirts, seamless underwear styles, yoga mats, towels and socks – each TEGO product was tailor-made as per the sporting requirement, keeping human sweat, temperature, fabric technology and ease-of-use in mind.
The above factors were kept in mind while designing the training kits, which were then promoted online through creative videos focusing on each kit’s speciality.
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