#HRXHeroChallenge
#HRXHeroChallenge was a user-driven digital campaign for the fitness-fashion brand HRX, where contestants had the creative liberty to recreate Hrithik Roshan’s reel to win the chance to be the brand’s next ambassador.
Brief
To showcase HRX’s Autumn/Winter collection in a fresh, unique and trendy format that directly connects with the consumers and creates an online buzz.
Approach
Break the pattern of traditional advertising by creating a campaign that turns users into creators.
Execution
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With a cinematic montage of Hrithik Sir’s hero shots wearing HRX’s new collection, the title ‘HRXHeroChallenge’ drives the message that we’re all heroes in our own ways.
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By studying the audience and their preferences, the campaign was created keeping in mind the brand’s target audience - the Gen-Zs and millennials.
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Utilizing Instagram Reels as the communication channel, the short-video format becomes widely accessible to anyone on the internet and as a result, generates wider audience engagement.
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With dynamic editing and groovy music, the overall packaging of the main video attributes to the rogue approach we took for the brand campaign.
Impact
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The main video crossed over 4.5+ million organic views along with receiving immense love and appreciation from fans and the fitness community.
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As a contest, there were 500+ reels recreated and remixed with more than 17,000 shares and saves.
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We received a variety of entries, each unique and special in its own way - from the heartfelt entry by cancer warriors at CanKids KidsCan organisation to fitness lovers, the campaign successfully united fans across the country.