Asics has rolled out a campaign, 'Get the Glow', to highlight how movement lifts and refreshes body and mind.

The campaign consists of an ad film.

The film features individuals, including Asics athletes, photographed moments after a run, walk, game or workout. As the women appear on screen, a voiceover asks: what if the secret to a long-lasting glow lifts, refreshes and comes from within?. It then goes on to highlight how just 15 minutes of movement can help brighten one’s mood, with each participant shown to be more radiant and confident after exercising. Every frame captures the glow that comes when the body moves, and the mind lifts. The film ends with the message: when you move your body, you move your mind.

What we think about it: Smartly taps into beauty culture by reframing the idea of 'glow' through movement instead of products. The film's strength lies in the simplicity of real post-workout faces and an understated narrative that connects fitness with mental well-being without feeling preachy or overly commercial.

The film launches as the global demand for glow intensifies. Online searches for glow-related skin terms have increased by 43% year on year, while social conversations about achieving glow 'fast' have jumped by 375%, highlighting growing pressure to look radiant instantly.

Meanwhile, consumers are spending more time and money than ever in pursuit of glow. Women spend an average of 22 minutes a day on skincare – more than 136 hours a year – and the global skincare market has reached USD 162 billion. Routines are also becoming increasingly complex, with 74% of women having multi-step morning and evening skincare routines.

Saurabh Sharma, director - marketing, Asics India, said, “The idea of ‘glow’ today is often shaped by filters, fast fixes and multi-step routines. With ‘Get The Glow’, we want to reframe what glow really means. Rooted in the Asics' philosophy, 'Sound Mind, Sound Body', we believe true radiance begins with how you feel from within. Our research shows that even 15 minutes of activity can lift your mood, boost confidence and bring out a visible, natural radiance. Through this campaign, we want to inspire more people across India to choose movement as the simplest and most authentic way to feel and look better.”