'Mission Fit India', a 120-day mega fitness festival, was launched in the national Capital on Monday in the presence of yoga guru Baba Ramdev, Patanjali Group's Managing Director Acharya Balakrishna and film star Suniel Shetty.
The festival, which coincides with the ongoing fitness challenge initiated by Union Sports Minister Rajyavardhan Singh Rathore, is divided into four phases and aims to reach people across 43 cities in India.
The objective of the campaign, which will be hosted on radio platforms across the country, is to encourage every Indian to be fit and to challenge the common misconception that getting healthy is complex, time-consuming and arduous. The four phases of the festival are 'Fit Basics', 'Suniel Ki Sena', 'Fitness Wars' and 'Finale'. Each phase addresses a key challenge that people face in their endeavour to get fit.
Speaking on the occasion, Baba Ramdev said, "Like every coin has two sides, so does your health - body & mind, and both need equal attention for your complete wellness. Yoga and Ayurveda take care of both and Mission Fit India will tell everyone how. The campaign is all about holistic wellness and that is the reason I could so easily relate to it."
Bollywood actor Suniel Shetty who will be spearheading the campaign all over the country expressed his delight for his association with the campaign. "Fitness is an area where there is yet to be a concerted effort in this country. The aim of this movement is to simplify fitness for every citizen of this country with correct guidance from a team of experts," Shetty remarked.
According to the organisers, "Mission Fit India" will be played out daily across a number of FM radio stations in dozens of cities. The reach of the campaign will further be amplified through various digital platforms and print media across the country and will be supported by various on-ground activities. The target is to take the cumulative reach of the campaign to around 220 million people across the country.