Mumbai: Homegrown platform-first creative martech start-up Wondrlab has crafted HealthifyMe’s ‘It’s time to Healthify’ campaign, as a part of its new year communication. Featuring Bollywood star Sara Ali Khan, the campaign motivates people to Healthify to meet their goals.

The campaign went live across TV, digital, social, radio, print, hoardings and HealthifyMe’s mobile app. The ad film is a montage of real stories and people’s reasons to Healthify. There will also be individual testimonial videos of the users that will be released as an extension to the campaign, said the brand.

“When we studied data, we realised that no one really healthifies or loses weight just to be healthy – there’s always a larger goal or reason. Everybody knows they should be healthy, but don’t get to it, till some reason triggers and motivates them," said Wondrlab co-founder and chief creative officer Amit Akali. "We decided to use that insight to connect to people – by sharing real stories of real people who lost weight. In Sara Ali Khan, we found the most authentic person possible, one who’s undertaken an inspirational transformation journey herself. Bringing alive how HealthifyMe's unique features like calories counter, step tracker, coaches, experts, etc together can help you get there.”

“New Year is an important time for us – when most people resolve to healthify themselves. The insight that everyone healthifies for a reason really excited us," stated HealthifyMe founder Tushar Vashisht. "Our brand is founded on honesty, so like always we wanted to showcase the lives and transformation stories of real customers, this time bringing alive their reason to healthify, with the intent of inspiring others to achieve the same. The app helps users make a breakthrough change in their fitness levels, thereafter making a real difference in their daily lives. We’ve tried to reflect that."