Hrithik Roshan redefines health & fitness with ?Defeat Defeat?

MUMBAI: The Greek God of Bollywood, Hrithik Roshan has redefined health and fitness in the country as he launches his brand film Defeat Defeat for HRX in association with

The film depicts his relentless endeavour of overcoming personal struggles and achieving victory over all. Said the man himself, ?Everyone including me has been defeated in life. But success comes to those who rise above defeat and understand how to deal with it. I realized that defeat isn?t a real thing, it?s just an illusion. A clever work of the mind. This short film is an attempt to spread this message and encourage people not to be afraid, not to give up and forget what failure means before you give victory a shot.?

The actor?s apparel brand HRX, retailed exclusively on is inspired by the superstar's style and philosophy, created to not just reflect his stardom but also his incredible story of defeating defeat. Roshan further said, ?I am happy that we have been able to conceptualize and translate this adventurous spirit into great style and fashion through HRX.?

Enthused about launching the Defeat Defeat campaign with Hrithik, Myntra Fashion Brands head Abhishek Verma believed that it encourages people to defeat the mental barriers that stops one from achieving his/her goals. ?It has been phenomenal working with Hrithik to develop this campaign. We hope this brand film will be well received by his fans and others who have a strong passion for a healthy & positive lifestyle.?

He added, ?It?s been a year since the birth of HRX and today it is one of the leading brands on

Commenting on the launch of this campaign, Exceed Entertainment founder Afsar Zaidi said, ?The philosophy, the rules by which Hrithik leads his life has been rolled out in the form of brand HRX. For us, at Exceed Entertainment, it was a challenge that we took upon ourselves to make it into a reality. Defeat Defeat campaign is the message that HRX stands for - Keep moving at all times.?

Shot in an old abandoned warehouse, Roshan shot bare bodied and at a stretch for over 21 hours.

Embodied in the brand?s tagline 'Push Your Extreme', the actor has been going all out to inspire and encourage people to defeat ?defeat? and push themselves beyond their limits.

Since the launch of his brand film on 5 February, 2015 the campaign has received positive reviews across social platforms with lakhs of views. The campaign also witnessed the actor evangelizing his philosophy on Twitter, along with his fellow co-stars Sonakshi Sinha, Bipasha Basu, Arjun Kapoor, SidharthMalhotra and Sophie Choudry among others. 

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