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Insight
Living with diabetes means a hundred tiny decisions a day. Mango or no mango? Snooze or walk? Science says one thing, the heart says another. Most brands preach logic. We chose to tell the story of emotions.
We personified that inner struggle into two unforgettable characters — Dr. Dimaag and Mr. Dil Se. Their daily battles over food, fitness, and cravings became the heart of the campaign, tied together with Fitterfly’s promise: Worry Not.
Execution
The idea came alive across every touchpoint – brand films, reels, outdoor takeovers, front-page newspaper ads, and digital campaigns. A true 360° launch that made the Dil vs Dimaag conflict part of everyday conversation.
Dil vs Dimaag
Lazy vs Fitness Crazy
Midnight Hunger vs Sleep
Result
The campaign reached over 1.1 Crore people with just ₹40K in spends. It delivered Fitterfly’s highest-ever engagement rate, and drove a 71% jump in brand visibility within a month.
Beyond numbers, the campaign did what mattered most – it made Fitterfly the brand both Dil and Dimaag could trust.
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