Cult rolled out a campaign on National Lazy Day titled ‘cult Do Nothing Class’, which aims at reminding India’s hustle-obsessed world that rest is as important as repetition.

The campaign comprises an ad film.

The film is based on the insight that while people track workouts and personal bests, few make time for recovery the phase when the body repairs and grows stronger. It opens inside a cult centre, where members arrive expecting their usual high-energy workout, only to find hammocks, bean bags and trainers in loungewear. No warm-ups, no squats, no burpees - just breathing, sipping tea, lounging in massage chairs or quietly unwinding, surrounded by cheeky signs like “We’ve put a hard limit on effort today,” “Shoes off. Rest on,” and “Unleash your chill.” It then showcases everyone relaxing and taking some time off. It closes with cult’s signature chant 'We are Cult' delivered this time in a laid-back, easygoing tone.

Apart from the ad film, the phygital campaign came alive not just online, but in cult centres but across Bengaluru, Delhi, Mumbai and Hyderabad. Around 1,000 members in 30 centres took part in the ‘cult Do Nothing’ classes, swapping their regular workouts for light, mindful movement and guided relaxation.

What we think about it: Cleverly flips the high-intensity fitness narrative, using humour and irony to make recovery feel aspirational rather than indulgent. The concept is smart, and by turning the narrative into a real experience across its centres, the campaign moves beyond a one-day gimmick to embed the recovery-first message into cult's broader brand story.

Siva Kumar Pedhapati, head of brand marketing, cult, said, “Fitness today is often linked with action, intensity and achievement. But recovery is equally important. That is where the real growth happens. With this campaign, we wanted to remind people that rest is not laziness, but an essential part of progress. We hope that it encourages individuals to embrace balance in their fitness and wellness journeys. Progress and community are at the heart of cult, and we’ll continue to drive conversations that challenge fitness stereotypes and celebrate movement."