Zumba™: India Digital Campaign
Fitness & Wellbeing
Digital Ad Campaign · Concept Development · Full-Service Production
Mumbai
2023
We partnered with Zumba™ International to launch a digital ad campaign tailored specifically for the Indian market. From creative concept to final delivery, this campaign was a full-cycle production — and a powerful reminder of how strategy and creativity can merge to reshape a brand’s approach.
Summary
Zumba™ initially approached us looking to produce an infomercial — but after in-depth discovery sessions, we proposed a bolder, more emotionally resonant campaign ad instead. Our concept shifted the focus from explanation to inspiration, highlighting movement, rhythm, and the inclusive energy of the Zumba community in India.
Challenge
The brand needed to address unique cultural perceptions around fitness in India, all while working within a tight budget and timeline. Our challenge was to create something that felt premium and dynamic without overextending production resources — and to change internal client expectations along the way.
Solutions
We took charge of the entire pipeline: scripting, casting, art direction, set design, cinematography, and editing. Every decision was made with intention — building a narrative and visual style that felt energetic, modern, and authentically local. The final result exceeded expectations and helped Zumba™ reposition their voice in the Indian fitness market.
