Anytime Fitness India has rolled out a campaign, 'No Rahuls were harmed in the making of this ad', to capture one of fitness’s most common behaviours: people who buy memberships but rarely make it to the gym.

Conceptualised by SW Network, the campaign comprises an ad film.

The film takes a tongue-in-cheek look at self-awareness, reminding viewers that even when we fall off track, there’s always room to begin again. It opens with Rahul Arora, a well-intentioned gym-goer who set out to transform himself gain muscle, look sharp, turn heads, and live the fitness fantasy. He bought the membership, the XL protein powder, and even the bike to match the vibe. But like many, Rahul’s enthusiasm fizzled out halfway. The twist? Anytime Fitness used the very membership fee he abandoned to make this ad, starring his name, his story, and a gentle nudge to get him back in the gym.

What we think about it: The film smartly turns gym guilt into gentle humour, making self-awareness feel relatable rather than punishing. By turning a dropped membership into the story’s punchline, Anytime Fitness delivers a refreshing reminder that consistency can start again with laughter, not shame.

Vikas Jain, CEO, Anytime Fitness India, said, “At Anytime Fitness, our goal has always been to be more than just a gym. We’re a community that understands how life gets in the way, and we’re here to help people find their way back, not with pressure, but with positivity.”

Raghav Bagai, co-founder, Sociowash, added, “We wanted to approach a very real human truth with warmth and with. This campaign is about saying we understand you, and we’re rooting for you.”

Vaibhav Mukim, creative director, Sociowash, said, “When we cracked the idea, it instantly felt right. It was simple, relatable, and full of heart. We didn’t need to exaggerate anything; the truth itself was creative enough.”